Lukito, Felicia
(2018)
A case study: the influence of uncertainty avoidance on customer's trust and acceptance towards e-commerce in Jakarta.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
E-commerce enables business organizations to embrace international markets in this digital age. Thus, business organizations must be able to communicate with customers from various geographical locations and cultures. However, e-commerce fields with virtual interaction where buyer and seller cannot communicate directly. There are many uncertainties in e-commerce that makes people reluctant to shop online, especially Indonesian. Digital buyer penetration in Indonesia is considered low compare to other country in Asia Pacific from 2013 to 2018, although Indonesia is the fifth country with the largest Internet users in December 2017. This is a problem for e-commerce vendors in Indonesia. In addition, since Indonesia is a multicultural country, e-commerce vendors in Indonesia need to deepen their understanding of Indonesian customer. This research aims to explore how e-commerce is being adopted by Indonesian customer as a new way of shopping. Individual's intentions to use e-commerce are moderated by Technology Acceptance Model - perceived ease of use and perceived of usefulness. Also, customer trust considers have influence on e-commerce adoption. Customer trust on online shopping is altered by cultural values, specifically uncertainty avoidance. This research uses case study approach where the primary source of data for this research will be from interview of six respondents. This was done by investigating respondents' level of uncertainty avoidance and its influence on respondents' trust and acceptance towards e- commerce. The results of this research show that uncertainty avoidance affect customers' trust and e-commerce acceptance,
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