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