EXPLANATORY STUDY: THE IMPACT OF TRUST IN KASKUS ON KASKUSERS PURCHASE INTENTION
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Keywords:
structural assurances, trust in members, trust in vendors, intention to get information, purchase intention
Abstract
Big potential market in Virtual Communities (VCs) make Consumer to Consumer (C2C) websites focusing on increasing their customer bases by converting members of their VCs into C2C buyers and sellers. This phenomenon is called e-commerce based on social network (ESN). One of Indonesia’s website which apply ESN is Kaskus. The objective of this study is to propose a framework on the understanding of how trust in Kaskuser and trust in www.kaskus.co.id or vendors in Kaskus affect purchase intention. A questionnaire was adopted from Lu et al. (2010) for online survey. Non probability sampling method is used for collecting data. The sample consisted of 210 registered member of Kaskus. Data were analiyzed through descriptive statistics, SPSS, and LISREL. Result of the study finds the positive impact of trust in Kaskus on Kaskuser’s purchase intention. All antecedents of trust are proved have postive impact on both trust in members and trust in website/vendor’s which lead to intention to get information, and purchase intention thereafter. However, trust in Kaskuser shows negative impact on www.kaskus.co.id or trust in vendors. In addition, from all antecedents of trust, structural assurances has the greatest impact into Kaskuser’s purchase intention.
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Ba, S., 2001, Establishing online trust through a community responsibility system, Decision Support System, Vol.31:3, 323-336
Balasubramanian, S., and Mahajan, V., 2001, The Economic Levarage of the Virtual Community, International Journal of Electronic Commerece, Vol.5:3, 103-138
Bellman, S., Lohse, G. L., and Johnson, E.J., 1999, Predictors of Online Buying Behavior, Communications of the ACM Vol. 42: 32-38
Bentler, P. M., 2006, EQS 6 Structural Equations Program Manual, Encino, CA: Multivariate Software Inc
Brown, M., Pope, N., and Voges, K., 2003, Buying or Browsing? An Exploration of Shopping Orientations and Online Purchase Intention, European Journal of Marketing, Vol. 37:1666-1685
Bughin, J., and Zeisser, M., 2001, The marketing scale effectiveness of virtual communities, Electronic Markets, Vol.11:4, 258-262
Chan, C. P., 2012, Impact of Trust in Virtual Community members on actual pruchase in B2C environment, Doctor of Business Administration Dissertation
Cho, J., 2004, Likelihood To Abort An Online Transaction: Influences From Cognitive Evaluations, Attitudes, and Behavioral Variables, Information & Management, Vol. 41:827-838.
Crosby, L.A., Evans, K.R., and Cowles, D., 1990, Relationship quality in services selling: an interpersonal influence perspective, Journal of Marketing, Vol.54:3, 68-81
Doney, P. M., and Cannon, J. P., An Examination of nature of trust in buyer-seller relationships, Journal of Marketing, Vol.61:2, 3-51
Dwyer, F.R., Schurr, P.H., and Oh, S., 1987, Developing buyer-sellerrelationships, Journal of Marketing, Vol.51:2, 11-27
Feng, J., Lazar, J., and Preece, J., 2004, Empathic and predictable communication influences online interpersoal trust, Behaviour and Information Technology, Vol.23:2, 97-106
Ferdiand, A., Structual Equation Modeling dalam Penelitian Manejemen: Aplikasi Model-Model Rumit dalam Penelitian untuk Tesis Magister, Program Magister Manejemen Universitas Diponegoro
Fernbeck, J., and Thompson, B., 1995, Virtual Communites: About, Retry, Failure, Annual Convention of the International Communication Association
Foucault, B., and Scheufele, D., 2002, Web vs. Campus Store? Why Students Buy Textbooks Online, Journal of Consumer Marketing. Vol. 19: 409-424
Fussel, H., Rexrode, J. H., Kennan, W.R., and Hazleton, V., 2006, The relationship between social capital, transaction costs, and organizational outcames: case study, Corporate Communications: An International Journal, Vol.11:2, 148-161
Gefen, D., 1997, Building User’s Trust in Freeware Providers and the Effects of this Trust on User’s Perception of Usefulness, Ease of Use and Intended Use of Freeware, Unpulished Doctoral Dissertation, Georgia State University, Atlanta
Gefen, D., 2000, E-commerce: the role of familiarity and trust, The International Journal of Management Science, Vol.28:6, 725-737
Gefen, D., 2002, Reflections on the dimensions of trust and trustworthiness among online consumers, ACM SIGMIS Database, Vol.33:3, 38-53
Gefen, D., Karahanna, E., and Straub, D.W., 2003, Inexperience and experience with online stores: the importance of TAM and trust, IEEE Transactions on Engineering Management, Vol.50:3, 307–321
Gefen, D., and Straub, D.W., 2004, Consumer trust in B2C e-commerce and the importance of social presence: experiments in E-products and E-services, The International Journal of Management Science, Vol.32:6, 407-424
Gulati, R., 1995, Does familiarity breed trust? The implication of repeated ties for contractual choice in alliances, Academy of Management Journal, Vol.38:1, 85-112
Published
2013-09-20
Section
Bidang International Business Network (IBN)
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