Assessing the Buyer Trust and Satisfaction Factors in the E-Marketplace

Abstract

Indonesian online sales have received remarkable growth with as high as 20% consistently every year. In 2016, there were estimated more than 180 million internet users and have reached 40% of 250 million total inhabitants. Based on the surveys, there are four most popular online vendors in Indonesia, such as: Lazada, Tokopedia, OnLine eXchange and Bukalapak, with strong customer bases. Due to its tremendous growth, however, there is still very few studies can be found to understand the characteristics of emarketplace in Indonesia. For this reason, the article examines those most popular online vendors in Jakarta area, where the most buyers tend to have more experiences in conducting online purchases. The article utilizes the revised TAM as a valuable method to assess the important factors of online purchases such as: buyer and satisfaction factors, that comprised of: buyer perceived risk, seller's expertise and reputation, and convenience of buying. The findings are aimed to address the important factors that can be used to increase buyer satisfaction. The outcomes of the study are expected to provide valuable guidance for all e-sellers and buyers to understand Indonesian e-marketplace.

What Deters Online Grocery Shopping? Investigating the Effect of Arithmetic Complexity and Product Type on User Satisfaction

“…Schaupp [48] report that customers' PEOU is negatively related to website satisfaction. In the online shopping context, the more effort consumers put into performing a shopping task, the less they enjoy their shopping experience [42,45,49]. Hence, the following hypothesis is posited: Hypothesis 4 (H4).…”

The Six Relative Advantages in Multichannel Retail for Three-Dimensional Virtual Worlds and Two-Dimensional Websites

“…An important consideration for the consumer online, whether in two or three-dimensional environments is trust. Trust is central to collaborating online [4] and particularly business to consumer (B2C) e-commerce where a financial transaction is made [31]. It can be separated into two constituent parts, 'trusting beliefs' and 'trusting intention' [22].…”

La confianza y el control percibido como antecedentes de la aceptación del e-commerce: Una investigación empírica en consumidores finales

“…En otras palabras, si el cliente observa que la empresa cumplirá con su parte de manera ética y moral y que en conjunto contribuirá hacia la percepción de utilidad y determinará su actitud La variable facilidad de uso, definida como la percepción que tiene un individuo de que el uso de una tecnología será libre de dificultad o tendrá un nivel de aprendizaje auto intuitivo (Ros et al, 2015). La variable ha sido evaluada en otros estudios a través de: Interacción, esfuerzo mínimo, interacción clara y fácil de usar (Sfenrianto et al, 2018). Para efectos de este estudio, se operacionaliza considerando los aspectos: Contenido, claridad, facilidad de uso y auto intuitiva.…”

“…Mientras que la variable confianza percibida se refiere a la confidencia que el cliente apuesta sobre el asociado y puede ser definida como el estado psicológico del cliente sobre aceptar riesgos en Internet, basados en las expectativas que tiene sobre el proveedor (Matemba y Li, 2018). La variable confianza ha sido evaluada con antelación mediante: Confianza en el socio, seguridad financiera por parte del socio, intereses en el cliente, cumplimiento de promesas del socio, y capacidad del socio para cumplir con sus promesas (Bashir et al, 2018;Sfenrianto et al, 2018).…”