Title:
Customer Characteristics’ Influence on Online Trust in Developing
Countries: An Examination of Confidence Level
Abstract: The advent of E-commerce opens an opportunity for fostering
an environment that promotes the globalisation of markets throughout the
world, especially those in developing countries like Indonesia. The importance
of trust as a key facilitator of E-commerce is increasingly being recognized
in academic and practitioner communities. However, empirical research in
this area has been overwhelmed by contradictory conceptions of the trust
construct, while inadequate attention is paid to the influence of trust constructs
on E-commerce development in different cultural environments and settings.
Within these constructs, a number of consumer characteristics potentially
might affect trust levels. It is therefore this initial exploratory study
examines whether consumer trust appears to vary by gender, and age on E-commerce
development in Indonesia. A series of paired sample t-tests and ANOVA were
carried out to determine whether there was any significant difference between
levels of confidence (or any significant difference in the expected problems)
between Indonesian and non-Indonesian websites. It is the authors’ intention
to investigate other characteristics in future studies.
Author: Mira Kartiwi