Kepercayaan Konsumen terhadap Pusat Perbelanjaan Digital di Indonesia

Abstract

E-commerce trust is a relational phenomenon between the consumer and the provider of the informations, services, and product the costumer seeks during ecommerce interaction. Trust is important in the e-commerce context because it mitigates perceptions of uncertainty, decreased percieved risk, and positively affects purchase intentions. The present article aims to explore trust and trustworthiness in e-commerce business. Starting with an exposition of the situation of e-commerce business in Indonesia, it is argued that the Indonesian market is ready to involve itself into the hegemony of digital commerce. The questions both costumers and e-business owners must address are as follows: ”To what extent do I can trust the vendor?” and ”To what extent am I sure that my e-business is trustworthy enough?” This article justifies a parsimonious comprehensive theoretical review on the process of trust formation. Trust is understood as a multidimensional consruct in e-commerce consisting of four stages: disposition to trust, institusion-based trust, trusting belief, and trusting intention. The trust-building process can be described by integrating trust related constructs within the framework of the Theory of Reasoned Action (TRA). This article provides elements that help costumers decide if they want to trust the vendor. This understanding will also help e-business owners to enhance their level of professionalism to gain customers’ trust.