Examining the Role of ICT and Media Exposure in Building Customer Trust toward E-Commerce

Abstract

The present study is conducted to analyze the influence of social influence, attitudes, and media exposure on consumer trust in the e-commerce sector, which subsequently affects consumers’ intention to conduct transactions on e-commerce platforms. A quantitative method using online questionnaires was employed for data collection. There are 132 respondents, the data acquired were processed and examined using SmartPLS software based on the research framework proposed and hypotheses. The findings reveal that media exposure and social influence have a significant effect on trust, while attitudes do not show a significant effect on trust. Furthermore, trust was found to significantly enhance consumer intention. The present study identifies the factors that support consumer intention to conduct transactions in e-commerce, which can be utilized by business practitioners to improve their performance in developing businesses within the e-commerce industry.