THE IMPACT OF COGNITIVE TRUST AND E-WOM ON PURCHASE INTENTION IN C2C E-COMMERCE SITE
Open accessAbstract
In the last few years, the number of Internet users in Indonesia was growing rapidly as many people started to use e-commerce sites. Utilization of C2C e-commerce in particular has a risk that may reduce people interest in online shopping. Of the many factors that may influence online shopping intention, trust becomes the key. This study built a model to explain the purchase intention in the C2C e-commerce environment. In the model, buyer's trust to the seller is a major factor that influences the purchase intention. Cognitive trust and adoption of e-WOM information is used as a factor that explains how trust is formed. We tested the model by distributing online questionnaires in Kaskus forum, the largest online shopping community in Indonesia. Total 114 valid questionnaire responses were used for analysis. The analysis was conducted using PLS and Smart PLS 2.0 as the tools. Our results showed that trust have a positive and significant effect to the purchase intention. Later it was found that two cognitive trust variables, the perception of ability and integrity of the seller, along with the adoption of e-WOM information have a positive and significant impact on the trust to the seller.
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Seller characteristics influence trusting beliefs.
“Four studies measured different seller characteristics that influence trusting beliefs (Alfina et al., 2014;Chen, Lou, et al., 2015;Malinen & Ojala, 2013;Teubner et al., 2015).”
From Antecedents of trust in the sharing economy: A systematic review (2017) · cites this paper as Alfina et al., 2014
The Discussion reports that seller ability and integrity significantly influence consumers’ trust, while benevolence does not. However, the Research Conceptual Model distinguishes cognitive trust (beliefs about ability, benevolence and integrity) from the trusting attitude those beliefs influence. The paper therefore supports an effect on trust, but not the claim that seller characteristics influence trusting beliefs as a separate measured outcome. (LLM, conf=0.84)
Experimental — accuracy not yet measuredA seller's perceived social capital, ability, and integrity have a significant impact on the feeling of trust towards the seller.
“Also, a seller's perceived social capital, ability, and integrity are attributes that have a significant impact on the feeling of trust towards the seller (Alfina et al., 2014;Chen, Lou, et al., 2015).”
From Antecedents of trust in the sharing economy: A systematic review (2017) · cites this paper as Alfina et al., 2014
The Discussion reports that sellers’ ability and integrity have a positive, significant impact on trust in the seller. It does not identify perceived social capital as a tested attribute or report a significant effect for it; the claim is therefore supported only in part. No page number is available in our copy. (LLM, conf=0.88)
Experimental — accuracy not yet measuredInformation on the forums of C2C platforms is an important source of information and contributes to buyers' trust building.
“Next, the information on the forums of C2C platforms is an important source of information and contributes to buyers' trust building (Alfina et al., 2014).”
From Antecedents of trust in the sharing economy: A systematic review (2017) · cites this paper as Alfina et al., 2014
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Cites
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Sorted by citations
Antecedents of trust in the sharing economy: A systematic review
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- Authors
- Alfina, I., Ero, J., Hidayanto, A. N., & Shihab, M. R.
- Affiliations
- University of Indonesia (ID)
- Venue
- Journal of Computer Science
- Publisher
- Science Publications
- Published
- 2014-12-01
- Volume
- 10
- Issue
- 12
- Pages
- 2518-2524
- ISSN
- 1549-3636 (ISSN-L)
- OpenAlex
- W85031404
- Cited by
- 48
- References
- 7
- Citations by year
- 2026: 2 · 2025: 4 · 2024: 5 · 2023: 14 · 2022: 3 · 2021: 3 · 2020: 5 · 2019: 4 · 2018: 2 · 2017: 6
- FWCI
- 3.48
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- cc-by
- Locations
- Journal of Computer Science (publishedVersion, cc-by)
- Funders
- Universitas Indonesia
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Keywords
- cognitive trust, electronic word of mouth, purchase intention, C2C e-commerce, online shopping, seller trust
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