PENGARUH REPUTASI VENDOR, TAMPILAN WAJAH, DAN KEPERCAYAAN PADA ONLINE VENDOR TERHADAP NIAT TRANSAKSI MENGGUNAKAN PERDAGANGAN ELEKTRONIK DENGAN JENIS KELAMIN SEBAGAI VARIABEL PEMODERASI

• Main Authors: , Irene Natalia, SE., , Jogiyanto Hartono M., Prof. Dr., MBA.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2011
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/89289/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=51730
• Institution: Universitas Gadjah Mada

Electronic commerce has a big opportunity to grow in Indonesia, because generally Indonesia people behave consumptive, trend follower, have being a paradigm shift (from shopping at market to internet), and the market is wide. The evidence placing photographs of face on e-commerce websites has been mixed. Face display, including photographs of people, have the ability to express or convey information more effectively to the public. Face display, likes employee photo were added to a information technology interface, will affect user�s cooperation, credibility, and trust. This research tested the hypothesis about reputation, face display, sex, trust, and TAM model in order to provide empirical evidence. Participants were University of Gadjah Mada University student. Data collected with laboratory experiments and a questionnaire with five Likert scale. This study examined the effect of adding face display to 2 existing ecommerce sites, whose reputation had been established through customer ratings. Factorial design experiment was 2 x 1. It means this study distinguished website user�s sex (male and female), and provide treatment in the form of a shiny happy employee�s face display. The results showed the trust is influenced only by face display and not influenced by the reputation vendor, sex, and moderating effect of sex on the relationship between employee's face display and trust. Perceived usefulness of a website affected by trust and perceived ease of use. Intention to transactions affected by trust and perceived usefulness.