C2C E-Commerce trust level measurement and analysis in Indonesia

Abstract

The purpose of this study is to find the level of trust of Indonesian consumers to C2C E-Commerce system in Indonesia. There are four antecedents of consumer trust will be measured and analysed to search the Indonesian C2C E-Commerce trust of Indonesian consumers. This study used the previous study that has been conducted about B2C E-Commerce system in Indonesia and also the similar study that has been conducted in United States of America. Gathering the data using online questionnaire and verify the data by interview some respondents, Structural Equation Modelling, Confirmatory Factor Analysis, and Squared Multiple Correlations were conducted in this study. Results from this study shows that the trust level of Indonesian consumers toward C2C E-Commerce system in Indonesia only 10.7%. Surprisingly, the users of C2C E-Commerce system are high, but the trust level is low, this is because of the third party recognition and some sellers do not provide a payment method that the buyers want and also there is no function that shows the reputation score of sellers.