Antecedent and Consequences Online Trust in The Context of C2B Relations

• Main Author: Tanti Handriana, Dr., S.E., M.Si.
• Format: Article PeerReviewed
• Language: English; Indonesian
• Published: International Association of Organizational Innovations, USA 2016
• Subjects: HG4530 Investment companies. Investment trusts. Mutual funds; HM1106-1171 Interpersonal relations. Social behavior; JZ24-38 Societies, associations, academies, institutes, etc., for the study of international relations
• Online Access: http://repository.unair.ac.id/58397/1/Tanti%20Handriana_Karya%20Ilmiah%20019_Proceedings%20ICOI2016.pdf; http://repository.unair.ac.id/58397/2/Tanti%20Handriana_Peer%20Review%20019.pdf; http://repository.unair.ac.id/58397/; http://icoi.unairs1manajemen.com/index.php/icoi-2016-beijing-china/
• Institution: Universitas Airlangga

This study aims to analyze the antecedents and consequences of e-commerce customers‘ online trust in the context of C2B relationship. Of the eight hypotheses proposed in this study, there are six supported hypotheses namely H2, H3, H4, H6, H7, and H8. Meanwhile, two hypotheses which are not supported are H1 and H5. These research findings support the concept of online marketing, which at this time is a concept that is widely discussed in academic forums, as well as emerging applications in the business world. For online businesses in the context of C2B (consumers to business), the customers trust on the performance of the online shop is an important factor in maintaining customer loyalty. Reputable factor of online shops also becomes the biggest determinant of customer confidence in the online shop. The ease to access and operate the online shop web should considered continuously by the owner of the online shop, as well as customer values offered by online businesses should be maintained and even be enhanced in order not to lose out in competing with bids from other online shops and offline shop. The factors of customer knowledge toward e-commerce also need to be considered by online business people, by providing education and information on the website to customers and prospective ones. Finally, related to customer perception of the risk likelihood which they will receive when they make a purchase online products also need to be minimized continuously, because the study findings showed that risk factors have a negative impact significantly on the customer's intention to buy back at online shops in the future come.