The Role Of Trust In Customer Online Shopping Behavior: Perspective Of Technology Acceptance Model
Abstract
Nowadays, Internet commerce starts to grow in Indonesia, the traditional
Indonesian retailer has started migrating online for providing ‘anywhere, anytime’
shopping facilities, The Internet represents an extremely efficient medium for
accessing, organizing, and communicating information (Peterson ET AL., 1997).
This research adopted the Technology Acceptance Model (TAM) as the basis for
the research framework and conducted an empirical study to examine how trust
affect consumer online shopping behavior and the role of trust in the mechanism of
online shopping. From the survey of 100 respondents in Indonesia, the researcher
reveals that trust affect behavior positively through two variables, attitude and
intention. TAM has two variables, Perceived Usefulness (PU) and Perceived Ease
of Use (PEOU). This two variables measure users satifaction and the two variables
of TAM affect trust positively. From this result marketers should consider factors
that could foster and develop domain-specific quality and security for the
consumers.
Keywords: Trust, TAM, perceived ease of use, perceived usefulness, behavior
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