ANALISIS PENGARUH FAKTOR PSIKOLOGIS TERHADAP KEPERCAYAAN KONSUMEN E-COMMERCE

Abstract

Online trust is one of the main determinants of the success of e-
retailers and much research has dealt with website features triggering
consumer trust to them. Another stream of research focuses on the
psychological antecedents to online trust; i.e., what ‘‘happens’’ in the
consumer’s mind before or while a person decides to trust an e-retailer?
So far, each effort has focused on only a few selected aspects of this trust
formation process. Only few studies have attempted to identify major
personality based psychological antecedents of trust. This work identified
the relative importance of the personality based psychological antecedents
of trust in technology adoption and e-retailing. The model incorporates
the personality traits (Extraversion, and Openness to experience), the most
widely accepted framework for personality research in psychology, as well
as determinants of trust in our model.