How Digital Certificate Affects e-Commerce Consumers Trust and Purchase Intention
P.K. Sari & A. Prasetio

Telkom University

Abstract

The government of Indonesia continues to encourage the development of e-commerce industry in the country by arranging e-commerce road map. One of its focus is consumer protection by creating a local Certification Authority (CA) that will publish a digital certificate for e-commerce actors. Digital certificate is expected to increase consumer trust and furthermore encourage purchases through e-commerce websites in Indonesia. This study aims to find out how the level of awareness of Indonesian consumers about the use of digital certificate, which consists of the dimensions of knowledge, attitude and behavior, can affect the trust and purchase intention. Data were collected through online survey to users of top-five e-commerce sites in Indonesia and analyzed using PLS-SEM method. The results of the study revealed that the dimension of knowledge has no significant effect on trust. Meanwhile, attitude and behavior have a significant effect on trust. Furthermore, this research shows that trust has a significant effect on purchase intention.

Keywords: purchase intention, trust, security awareness, e-commerce

Topic: Marketing Management