Factors Affecting Consequences of Trust: Empirical Study on Retail Websites in Indonesia

Natasha Clairine MintargaPelita Harapan University, Indonesia

(natashaclairine@hotmail.com)Patricia

Pelita Harapan University, Indonesia(patricia.fe@uph.edu)

ABSTRACTWhile the growth of electronic commerce in Indonesia seems phenomenal in recent years, there are still individuals who have sceptic views toward online shopping, and that improving online trust is necessary to continued growth in e-commerce. This paper examines how privacy/security and social presence as the antecedents of trust are affecting the website credibility and benevolence as the components of trust. It also explores how online trust affects consumer attitudes toward websites and word-of-mouth. A conceptual model is tested using Structural Equation Modelling, on a random sample of 100 Indonesian online customers using non-probability sampling techniques with purposive (judgement) sampling method. The results indicate that perceived website social presence and perceived security/privacy exerts positive impacts on website credibility and benevolence, which directly influence website attitudes and indirectly influence word-of-mouth. The study concludes with managerial implications that may be useful in retail marketing.

Keywords: online trust; security; privacy; social presence; benevolence; credibility; website attitude, word-of-mouth

I. Introduction

In recent years the Internet has been growing very fast. As the number of Internet users keep on increasing continuously, it shows the popularity is this technology, which has changed the competitive market landscape (Tse, 2013). In response to the growing online market, the numbers of e-commerce available also keep on increasing. As developing country, Indonesia has 55 people who access the internet and two-third of these people have internet access from home. (Naning and Randa, 2012). This opens the market for e-commerce in Indonesia. According to Suhariyanto, the head of the central bureau of statistics in Indonesia (BPS), the number of e-commerce websites has reached of at least 26.2 million websites in 2016.

Because of the uncertainty existing in transactions over the Internet, many researchers suggest that trust is an important factor affecting the success of transactions in e-commerce (Schoorman, 1995). Trust is needed because there is no direct communication between buyer and seller and Because websites act as the store frontage for e-commerce business, this study would analyze the role of websites in the development of online trust. The study explores the impact of two important features of a website, notably its perceived security/privacy and its perceived social presence, on online trust. Second, this research explores the impact of online trust on (1) consumers' attitudes toward the retailer's website and (2) their website recommendation or word-of-mouth. 

The importance of trust has been widely studied in its different approaches. Also, there are existing studies that emphasize the importance of trust in e-commerce relationship (e.g. Pavlou, 2003). Online trust is important for e-commerce website as trust is what drives consumers’ purchase decision (Toufaily et al., 2013). Consumer trust has many dimensions and this study will be focusing more on the benevolence-based trust and credibility-based trust, retaining the same two dimensions proposed by Aurifeille and Medlin (2009). Walsh et al. (2010) conclude that the separation of trust into competence and benevolence may provide better understanding of the trust role in service relationship and the researcher believes that e-commerce is all about service relationships.

Benevolence can be elaborated as having good deeds toward other people. Therefore, in benevolence-based trust, marketers should give people the feeling that businesses are not there just to sell products or create profit, but they also care about the consumers’ needs and feelings. Benevolence is related to the willingness to establish mutually satisfying exchanges rather than to simply seek profit maximization (Roy et al., 2001). Credibility is built upon the expertise of the sellers. Credibility-based trust occurs when companies can be relied on what they promise to do as well as meeting the consumers’ expectation.

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Security/privacy and social presence are among the more challenging issues in the development of e-commerce. It is very important for e-channels to develop their security/privacy and social presence in order to gain consumers’ trust. Security is defined as the subjective probability in which customers believe that their personal information will not be viewed, stored, and manipulated during transit and storage by inappropriate parties in a manner consistent with their confidentiality expectation (Flaviàn and Guinalìu, 2006). In this context, security can also mean that the transaction process is conducted smoothly (no fraud or unreturned refund take place). Whereas social presence of a website is the interaction that e-channels provide for their customers. These interactions can be in a form of after-purchase emails, pictures in the websites, or the ease of use of a website towards its users. According to Gefen and Straub (2004) and Cyr et al. (2007), social presence refers to the impression of being with others, the impression of human contact, sociability, warmth, to share an interaction with other entities, and to contact them through an online medium, the internet. Security/privacy and social presence have direct impact towards consumers’ online trust building. This research argue that quality and salience of the privacy and security features may not drive conclusions toward trust. Thus, the researcher would like to analyze deeper whether security/privacy is affecting perceived trustworthiness in Indonesian market.

II. Literature Review and Hypotheses Development

2.1 Role and Dimensions of TrustTrust, according to the Oxford Online English Dictionary, is defined as firm belief in the reliability, truth, or ability of someone or something. Trust is crucial for both social and business relationships (Wu and Tsang, 2008). It may be argued that trust should be given substantial weight in consideration of the virtual (faceless and storeless) online transactions that base their own existence on a certain level of trust (Yoon, 2002). The reasons why online trust is different from offline trust may be found, among others, from the physical distance between buyer and seller, the absence of salespeople, and the separation between buyer and products (Yoon, 2002). However, lack of trust is considered to be one of the most serious obstacles for online activities and e-commerce. Lack of trust is also one of the main factors in explaining why consumers and businesses do not have confidence in online transactions (Castelfranchi and Tan, 2002).

The importance of trust, however, is further emphasized in an online transaction context (Harridge-March, 2006) and is a critical condition for the success of an online business (Keen et al., 2000). Unlike offline trust, the object of online trust is the website, the internet, or the technology. Customer’s interaction with a store is somewhat similar to his or her interaction with a website, and consumers develop perceptions of trust in a website based on their interactions with the site. To the extent that a consumer has positive impressions of a site and accepts vulnerability, he or she develops trust with that site. A consumer’s perception of a site’s competence to perform the required functions and his or her perception of the firm’s good intention behind the online storefront contribute to the perception of trust in that site. Thus, online trust includes consumer perceptions of how the site would deliver on expectations, how believable the site’s information is, and how much confidence the site commands (Bart et al., 2005).

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This study will discuss online trust within the dimensions mentioned by Aurifeille and Medlin (2009). The first dimension, credibility, is defined as a message source’s perceived ability or motivation to provide accurate and truthful information (Tormala and Petty, 2004). The second dimension, benevolence, is related to the willingness to establish mutually satisfying exchanges rather than to simply seek profit maximization (Roy et al., 2001). Moreover, Walsh et al. (2010) stipulate that the separation of trust into benevolence and competence provides a better understanding of its role in service relationships.

2.1.1 Credibility based trustJo (2005) identified expertise and trustworthiness as components of credibility. Expertise refers to the extent in which a speaker is perceived to be capable of making correct assertions and trustworthiness refers to the degree to which an audience perceives the assertions made by a communicator to be ones that the speaker considers. Perceived credibility is impersonal and more related to one’s judgment on the security and privacy characteristics of online retailers. An online retailer must honor several forms of commitments in order to increase its online credibility.

Credibility occurs when companies can be relied on what they promise to do. Companies intention and existence can also be a base of credibility for customer predict their future behavior. Brand credibility contains three elements which are trustworthiness, expertise and attractiveness (Sheraaz et al., 2012). According to Hasan Afzal and Muhammad Aslam Khan from International Business Research (2010), consumer’s trust in the brand is built through brand reputation, brand competence and brand predictability. Those factors are proven to have positive impacts on brand’s credibility as a company. Companies need to build their image and competencies which in turn will eventually build customer trust and credibility on the brand. Brand reputation are interrelated to brand credibility, because brand reputation generates credibility. They also mentioned that brand's reputation is closely related to trustworthiness, integrity and honesty which can be seen from their past experiences, suggestions from other people, consumer opinion and beliefs. To build a positive reputation and credibility, companies can use a right strategy in advertising, public relations and present a great service. Moreover, brand credibility does not just result customer’s trust, it positively affects customer’s loyalty, perceived quality and saving the cost information which lead to the increase of customer’s purchase intention. It is important to emphasize the truth that brand credibility through loyalty, perceived quality and saving information cost has positive impact on purchase intention. (Gilaninia et al., 2012)

2.1.2 Benevolence based trustBenevolence is defined as the customer’s belief that the company is interested in his or her welfare and is looking for mutual benefit (Flaviàn and Guinalìu, 2006). Benevolence refers to the trustor’s perceptions of the trustee’s efforts, as well as a willingness to achieve some value that is desirable in a relationship, without seeking rewards. Benevolence represents kindness and altruism, which reduce concerns about uncertainty and opportunism (Wu et al., 2013). Benevolence deals with the belief that the trusted party actually cares about the trusting party (Wu et al., 2013). The traditional acceptance of benevolence refers to supplier acting on

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the basis of intentions and attentions that are beneficial to the buyer himself. However, it is difficult for a customer to conceive that an Internet retailer shows interest for him in general. In this research, the general conception of benevolence has been specified as the resolution of problems, following the conceptualization and measurement of online benevolence described by Gupta et al. (2009). Benevolence is also defined as either a disposition to do good and an act of kindness, where the trustee has a feeling of goodwill toward the interacting partner excluding any intention of harming him given the opportunity to do so. It usually implies a specific attachment of the trustee toward the trusted one, excluding any motivation based on egocentric profit motives. (Urbano et al., 2013, p. 212)

On a study titled “Benevolence, Integrity and Competence: Dimensions of Trust in Internet Banking” by McInnes et al. (2007), found that the higher consumer perception of benevolence, integrity, and competence, the higher the level of consumer trust. The study also stated that companies' marketers must realize the importance of benevolence, integrity, and competence dimensions, therefore they need to attempt services in a way that increase customer's perception towards companies' benevolence, integrity, and competence.

2.2 Antecedents of TrustAccording to Aurifeille and Medlin (2009), trust can be conceptualized with two theoretical dimensions, they are credibility and benevolence. Previous studies have distinguished four sets of online trust antecedents (Johnson, 2007). The first set is related to branding (e.g. Bart et al., 2005; McKnight et al., 2002), the second set to privacy and security issues (e.g. Balasubramanian et al., 2003), the third set to consumers’ propensity to trust (e.g. McKnight et al., 2002; Pavlou and Gefen, 2004), and the fourth set to website performance (e.g. Bart et al., 2005; McKnight et al., 2002). This study will be focusing on security/privacy and social presence because of the potential managerial implications for retailers.

The choice of the first feature, security/privacy is based on the main concern of Indonesian people in doing online transactions. Many of e-commerce platform in Indonesia are still offering payments by cash due to the lack of trust of Indonesian customers towards security/privacy in financial transaction. However, social presence is chosen because according to the theory of social response, people tend to react to computer technology as though it is a social entity (Nass and Moon, 2000). People are more likely to be attached to technology and computers when they are matched with their personality (Luo, 2002). Whenever computer technology exhibits human-like behaviors, such as taking turns in conversation, and reciprocal responding, the user is more apt to personify the technology (Holzwarth et al., 2006). These emotional and social factors are important determinants for improving customer satisfaction and their commitment to the online company (Bauer et al., 2002).

2.2.1 Security/privacySecurity/privacy is one of the main issues faced in online retailing. Consumers trust is directly affected by the assurance that their personal information and data are secured in all transactions. One major setback why people are afraid to purchase products or services through online platform is because they are afraid of their personal information being misused especially when it is related with financial matter. As e-commerce has become every businesses’ platform for doing sales, government has applied some laws regarding one’s security/privacy

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in online platform. The promotion and optimum use of security, privacy and trustworthiness are important elements for supporting the growth of business-to-consumer e-commerce (Belanger et al., 2002).

Privacy is defined as the willingness of consumers to share information over the Internet that allows purchases to be concluded (Belanger et al., 2002). Flaviàn and Guinalìu (2006) confirm that trust in the Internet is chiefly influenced by the security consumers perceive with respect to the use of their private data. Thus, online consumer trust may increase by reducing perceived environmental risks or by improving security (Warrington et al., 2000).

Security is a way to defend the threats faced towards their privacy. Computer security is defined as a means ensuring the confidieniality, integrity, authentication and availability of information from threats to information which may include interception, interruption, modification, copying, fabrication, and deletion (Maurushat, 2013). Flaviàn and Guinalìu (2006) define perceived security as “the subjective probability with which consumers believe that their personal information (private and monetary) will not be viewed, stored, and manipulated during transit and storage by inappropriate parties in a manner consistent with their confident expectations.” Security within an online platform is measured on how capable is a merchant in protecting their customers’ data and privacy. Third parties usually involved in an online transaction as a prove to customers that a merchant can be trusted with consumers’ privacy.

Research suggests that improving perceptions of website privacy protection via features such as privacy statements and seals may increase regard for the company and trust (Shin, 2010). For example, Kim et al. (2008) found that having an easy-to-understand privacy policy, which explains how the company will use customer information, predicts trust of a website. On a trusted site, because users assume the authenticity of the online service, they will not waste time and cognitive effort and thus will experience higher ease of use. The impact of trust on attitudes is based on the credibility dimension of the trust (Shin, 2010). Online consumer trust may increase by reducing perceived environmental risks or by improving security (Warrington et al., 2000). Thus, we propose the following hypotheses:

H1a: Consumers’ perception of website security/privacy has a positive impact on their perception of the website’s benevolence.

H1b: Consumers’ perception of website security/privacy has a positive impact on their perception of the website’s credibility.

2.2.2 Social PresenceAccording to Lowenthal (2010), definitions of social presence tend to fall on a continuum. He argued that at one end of the continuum, social presence is defined as people’s perceptions of a person’s being real or being there, and this category of definition focuses on whether people project themselves in the environment and whether others can perceive them. The focus moved beyond this point at the other end of the continuum, where definitions focus on whether there is positive interpersonal and emotional connection between communicators (Lowenthal, 2010).

Prior researches conducted by Gefen and Straub (2003) and Kumar and Benbasat (2002) have suggested that the perception of social presence can positively influence user trust and intentions in an online context (e-mail and e-Sevices). E-Commerce may be viewed as lacking human warmth and sociability,

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since it is more impersonal, anonymous and automated than traditional face-to-face commerce (van der Heijden et al., 2003). In general, electronic communication media, such as the Internet, are typically viewed as low in social presence (Miranda and Saunders, 2003). Instilling a sense of human warmth and sociability can be accomplished by providing means for actual interaction with other humans or by stimulating the imagination of interacting with other humans. In a web context, actual interaction with other humans may be incorporated through website features such as e-mail after-sales support (Gefen and Straub, 2003), virtual communities (Kumar and Benbasat, 2002), chats (Kumar and Benbasat, 2002), message boards (Cyr et al., 2007), and human web assistants (Hostler et al., 2005). To generate high visibility for brand, companies need to build a strong and significant social media presence. This is an efficient way since brands need to be close to consumers.

To obtain trust, social presence is a bridge that builds people's confidence towards company's benevolence and credibility. In contrast to the conventional stores that require face to face interactions, online store requires a higher level of confidence. Many people are still hesitant to engage in online purchasing as it has higher levels of uncertainty and therefore requires higher trust. (Vries, 2006). In his research, Peter De Vries (2006) stated that "trust" in the online context is more complex than personal trust between individuals. There are lots of dimensions in trust, such as cognitive trust, emotion-based trust, the company's competence, integrity, and benevolence. In summary, the experience of good social experience are needed to emerge consumer’s trust on company’s benevolence and credibility. Thus, we propose the following hypotheses:

H2a: Consumers’ perception of a website’s social presence has a positive impact on their perception of the website’s benevolence.

H2b: Consumers’ perception of a website’s social presence has a positive impact on their perception of the website’s credibility.

2.3 Consequences of e-trustWith respect to the role of the two components of trust (benevolence and credibility), few studies focused on their individual impacts. The existing studies mentioned that benevolence positively effecting consumers’ emotional commitment toward the service provider (Walsh et al., 2010). Other studies argue that credibility has a positive effect on consumer behavioral intentions to use online services (Wang et al., 2005). In the study, the researcher aims to test the effect of these two dimensions of trust on website attitude and word-of-mouth (WOM).

2.3.1 Website AttitudeIn the context of e-commerce websites, attitude towards retail website is formed based on the evaluations of the website’s attributes. Attitude is reflected through the consumers’ trust towards the online retailer (Lee, 2016). Attitudes are tendencies to respond in a particular way, signaling their relationship with consumer behavior (Toufaily, 2013). While website attitude is a perspective of a person towards websites.

Since the development of the internet emerged among society, the use of the website also risen up. Almost all companies and institutions have their own webpages. The use of website to merely look for information does have a small risk to users, but to engage in retail e-commerce websites is not the same thing.

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Retail e-commerce website usage needs consumer’s trust. According to the Theory of Reasoned Action (Fishbein and Ajzen, 1975), consumer’s intention to buy is preceded by the consumer’s attitudes toward the purchase. Thus, positive relationships between attitudes towards an online store and willingness to buy from that store is expected. If consumer’s attitude towards retail websites are positive, they will engage in series of activities using the websites. Be it purchasing decisions, sharing personal informations or simply trust the store based on online context. On the contrary, negative attitude can be seen from consumer’s prejudice, suspicion, or sceptics. Trust (considered as a belief) can indirectly mediate behaviors through attitudes toward the website (Chen and Dibb, 2010). After gaining consumer trust towards companies’ benevolence and credibility from social presence, consumer tend to “act” based on their beliefs. Thus, we propose the following hypotheses:

H3a: Perceived benevolence exerts a positive impact on attitude toward a retailer’s website.

H3b: Perceived credibility exerts a positive impact on attitude toward a retailer’s website.

2.3.2 Word-of-mouthWord-of-mouth is product information that individuals transmit to other individuals (Solomon, 2013, p. 445). Word-of-mouth is important because consumers prefer to rely on informal and personal communication sources instead of formal and commercial sources such as advertising (Bansal and Voyer, 2000). Word-of-mouth influence is the impact of the personal words and recommendations of trusted friends, family, associates, and other consumer on buying behavior (Kotler and Armstrong, 2015, p. 171). Word-of-mouth influence can have a powerful impact on consumer buying behavior.

There are four rules of the word of mouth marketing, number one rule is to be interesting. Companies need to do something special and serve interesting concepts. Companies have to rethink about expensive advertisements and give people something to talk about instead. Second rule is to make it easy for people do the word of mouth marketing. For example, through a simple line, announcement or brochure in the place. The third rule is to make people happy. Happy customers will be the greatest advertisers. People will advertise a product of they are happy, satisfied and get extra for what they expect. When people like the product or services, they will want their friends and colleagues to enjoy and experience what they just did. The last rule is to earn trust and respect, company need to be honorable. It is said that trust, respect, and goodness can overpower companies. (Sernovitz, 2009., p. 8-9)

The stages of WOM can be explained through a multi-stage model proposed by De Bruyn and Lilien (2008). The model describes the stages starting from the reception of WOM that eventually will lead to the expected attitude; buying decision. The multistage model will review stages of WOM starting from the formation of a person's mental up to their action on purchasing decision. The first stage of this model is the awareness stage. In this stage, De Bruyn stated that recipient will aware of the information provided, either directly or indirectly, such as direct personal conversations, e-mail, text messages. At this stage, there are supporting factors to improve awareness, may it the subject of the topic, the advantages that the recipient will receive, and the closeness of relationship between the sender and recipient. These factors will affect the receiver to further

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proceed the content from the WOM. However, the negative impact can also arise from this awareness stage, such as receiving spams, harmful messages, or wasted time (De Bruyn and Lilien, 2008). The second phase of this multistage model is interest stage. At this stage, the recipients of the message and information will digest if they have further interest to the goods or services. Recipients will also consider their interest based on the sender's taste, experience and expertise. The recipients will try to figure out whether trying the recommended products or services worth their time. Proceed to the third stage, it is the final decision. Up to this stage, the recipients had pocketed reliable informations about certain products from other people. After ensuring theirself, recipients will decide whether or not to buy the products by determining the cost and benefits they will get. The influence of the sender of WOM plays an important role to the attitude of the recipients. If recipients decided to buy the promoted products and services, then it can be said that the WOM is successful and effective in impacting recipients' attitude and the final decisions (De Bruyn, Lilien, 2008). Thus, we propose the following hypotheses:

H4: Consumers’ website attitude exerts a positive impact on their WOM.

Figure 1. Conceptual Framework

III. Research MethodologyWe design a descriptive research with quantitative approach which aims to specify or selects information sources and collect data from it or further study. An online survey was administered to respondents with online purchase experience. Sampling techniques that being done in the research is non-probability sampling techniques with purposive judgement sampling method. The subjects are selected based on their expertise in the subject investigated (Sekaran and Bougie, 2013). The researcher only takes the answer from respondents who have done online shopping before within the age range of 17-40 years old because according to data from Indonesian Internet Users Association in the year of 2014, it shows that most of the internet users belong to this age group. A total of 130 questionnaires constituted the final sample for analysis.

Measures were adopted from previous studies on online shopping for consistency. All items measuring trust components were derived from Toufaily et al. (2013). The items to measure security/privacy were adapted from Toufaily et al. (2013) and Wang et al. (2009). Social presence was assessed using indicators based on Toufaily et al. (2013) and Brock (1998). A 5-point Likert scale format ranging from (1) “strongly disagree” to (5) “strongly agree” was used for all measures to maximize respondent specificity.

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IV. Findings and Discussion

4.1 Respondents’ ProfilesThe researcher distributed to a total of 130 respondents. The 30 questionnaires were used as pre-test study whereas the remaining 100 questionnaires were used for actual test study. The Respondents’ profiles consist of age, education, residences, allowance or income, occupation, and the most familiar e-retailer websites. The respondents’ profiles can further be elaborated through table 1.

Table 1 Respondents’ ProfilesCategory Characteristics Percentage (%)

Age 17-20 years old21-25 years old26-30 years old31-40 years old

15.00%67.00%12.00%6.00%

Residence JakartaDIYBantenWest JavaCentral JavaEast JavaSumatraSulawesiWest Nusa TenggaraKalimantanRiau IslandsMalukuBangka-Belitung Islands

24.00%3.00%19.00%7.00%12.00%5.00%9.00%4.00%1.00%8.00%3.00%1.00%4.00%

Education High SchoolBachelorMastersOthers

33.00%55.00%10.00%2.00%

Occupation StudentProfessionalSelf-employedOthers

33.00%23.00%37.00%7.00%

Allowance/Income <2,000,000 IDR2,000,000-5,000,000 IDR>5,000,000 IDR

16.00%42.00%42.00%

Most familiar website(s)

TokopediaLazadaBuka LapakBli-BliTravelokaEleveniaOthers

66.00%39.00%22.00%17.00%60.00%8.00%8.00%

4.2 Preliminary AnalysisPrior conducting actual research, preliminary analysis was conducted to examine the validity and reliability of all indicators in this research through validity test and reliability test. Confirmatory Factor Analysis (CFA) was performed using the software SmartPLS v.3.2.6 on the list of 22 items measuring all the constructs. Items with factor loadings less than the absolute value of 0.50 on all factors were eliminated (Jiang, 2015). The internal consistency of the measures was tested by calculating Cronbach’s alpha for each construct, where an alpha value of 0.6 or above was considered acceptable (Dempsey et al., 2014). The CFA results led to

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the elimination of one item from variable social presence, leaving a final pool of 21 items.

4.3 Actual Test Study

4.3.1 Validity Test In testing the validity of the results in the actual test on 100 respondents, the construct validity and convergent validity are used. Construct validity assesses how well the combination of measurement items captures the construct, concept, or trait it is supposed to measure (Malhotra et al., 2007). Confirmatory Factor Analysis (CFA) was used to assess the construct validity. The loading between the measurement items and the latent construct should exceed 0.5 (Jiang, 2015).In investigating the validity of the result in discriminant validity test, the square root of Average Variance Extracted (AVE) of each construct should generally be higher than the correlations between it and any other constructs in the model (Chang et al., 2009). In the questionnaires, indicators of variables are divided into six categories: security/privacy, social presence, benevolence-based trust, credibility-based trust, website attitude, and word-of-mouth. In this validity test, all 21 items were confirmed to be valid.

4.3.2 Reliability TestTo test the reliability of the data in actual study, the variables will be tested based on the value of Cronbach’s Alpha and Composite Reliability, computed on the SmartPLS v.3.2.6 software. According to Dempsey et al. (2014), Internal reliability for scale constructs was measured by Cronbach’s alpha ≥ 0.6 was defined as acceptable. Henseler et al. (2009) mentioned that composite reliabilities for all latent variables formed by the hypothesized collection of manifest variables should be > 0.60. The reliability test for the actual test in this research showed that all the variables used are reliable.

Table 2 Measurement scales.Constructs and Indicators Cronbach’s

alphaSt. Loading

Composite reliability

AVE

Security/Privacy 0.85 0.908 0.712I am reassured by the payment security on this website. 0.817I believe that my personal and financial data are well-protected on this website.

0.818

I believe that this website guarantees the privacy of my transactions.

0.873

I believe that the website demonstrates its capability of protecting my personal, financial, and transactions-related information.

0.866

Social Presence 0.67 0.822 0.615I feel a sense of human contact on this website. 0.905I feel a sense of sociability on this website. 0.842I feel that the website is user friendly. 0.561

Benevolence 0.881 0.927 0.808I think this website will be prepared to solve my problems.

0.91

In case of problems, I think it is easy to lodge a complaint on this website.

0.886

In case of problems, I think this website would make all 0.901

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the necessary efforts to solve them

Credibility 0.808 0.867 0.566I believe this website is an expert in its field. 0.765I can count on this website to complete my transactions in the promised time delay.

0.73

I know what to expect from this website. 0.764This website respects its engagements in terms of rates and prices posted.

0.703

I believe the promised service or the product delivered corresponds to the description presented on the website.

0.796

Website Attitude 0.742 0.863 0.661My overall opinion on this website is very favorable. 0.893This website leaves a very good impression to its visitors.

0.715

Using this portal website would enable me to accomplish the online purchase more quickly.

0.82

Word-of-mouth 0.847 0.907 0.765I spoke positively about this website to others. 0.888I made sure that others know that I rely on the review of this website for information.

0.865

I would highly recommend this website to my friends and family.

0.872

4.4 Hypothesis TestingHypothesis testing is a key tool in inferential statistic next to point estimation and confidence sets. All three concepts make an inference about a population based on sample taken from it. Hypothesis testing aims at a decision on whether or not a hypothesis on the nature of the population is supported by the sample (Taeger and Kuhnt, 2014). Conducted to generate conclusions, hypotheses testing is arguably the most indispensable and imperative part of a research. In this segment, examinations are done by the researcher on all seven hypotheses developed to find out whether or not they are supported. In testing every one of the speculations, this examination uses SEM (Structural Equation Model) with the SmartPLS v.3.2.6. software. Measurable speculations testing in the SmartPLS v.3.2.6. software utilizes the bootstrapping technique. In bootstrapping, subsamples are randomly drawn (with substitution) from the original set of data. Each subsample is then used to estimate the model. This process is repeated until a large number of random subsamples have been created, typically 5000 times (Hair et al., 2014). Hypothesis testing is done by checking the value of original sample and T-statistics value of each of the hypothesis developed in this research. The path coefficients between variables are presented in Table 3.

Table 3 Hypotheses Testing in Actual Test Study

Hypothesis Original Sample (o)

Sample Mean (M)

Standard Deviation (STDEV)

T Statistics (|o/STERR|) P Values Result

H1a:Security/ Privacy --> Benevolence 0.362 0.354 0.109 3.333 0.001 SupportedH1b:Security/ Privacy --> Credibility 0.541 0.532 0.126 4.288 0 Supported

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H2a:Social Presence --> Benevolence 0.562 0.568 0.092 6.115 0 SupportedH2b:Social Presence --> Credibility 0.334 0.344 0.119 2.799 0.005 SupportedH3a:Benevolence --> Website Attitude 0.219 0.214 0.101 2.169 0.03 SupportedH3b:Credibility --> Website Attitude 0.686 0.69 0.089 7.672 0 SupportedH4:Website Attitude --> Word of Mouth 0.719 0.722 0.051 14.066 0 Supported

Table 3 shows that out of seven hypotheses, all of the hypotheses are supported. This analysis is using value from column T-statistic. The result is considered as significant if the result value is > 1.96 (α = 0.05) and the P value should be < 0.05 for the hypotheses to be accepted (Hair et al., 2014, p. 138).

4.5 DiscussionThe result of hypothesis testing for hypothesis 1a which is “Consumers’ perception of website security/privacy has a positive impact on their perception of the website’s benevolence” is accepted. This indicates that security/privacy has a positive impact towards the benevolence-based trust in online retailing. Benevolence dimension of trust will directly influence website attitudes and indirectly (via website attitudes) influence WOM. The respondents may assess that by the security consumers perceive with respect to the use of their private data, a website is showing that it cares about the customers’ welfare. Thus, the previous study done by Toufaily et al. (2013) is supported with this answer.

The result of hypothesis testing for hypothesis 1b which is “Consumers’ perception of website security/privacy has a positive impact on their perception of the website’s credibility” is accepted. This is an indication that if a website is believed to be keeping the personal information (privacy) of its consumers safe, it means that the website is credible and it showcases its expertise to the customers. The credibility perception on a website by customers will eventually lead to the creation of word-of-mouth through a positive website attitude. This result is in accordance with previous studies done by Toufaily et al. (2013) as well as Shin (2010) and Wang et al. (2009). Shin (2010) mentioned that improving perceptions of website privacy protection via features such as privacy statements and seals may increase regard for the company and trust. The impact of trust on attitudes is based on the credibility dimension of the trust. Moreover, since most of the respondents have allowance/income more than at least 5 million IDR per month, it is safe to say that when people earn more money, they tend to be more demanding in terms of financial data protection. They will consider a website is credible when it has the ability to protect the consumers’ privacy.

The result of hypothesis testing for hypothesis 2a which is “Consumers’ perception of website social presence has a positive impact on their perception of the website’s benevolence” is accepted. Building trust is not an easy process. Trust is usually built through constant interaction of one party to another. Therefore, when the respondents feel a sense of human contact on a website, whether it is in

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the form of email or other interactions, their benevolence-based trust will also increase due to the more interaction that a website offers. This result supports the previous research done by Toufaily et al. (2013) that mentioned that there is a positive relationship between social presence and benevolence. It also supported the findings by Gefen and Straub (2004) that higher social presence embedded in a Website increases consumer trust in an e-vendor’s benevolence.

The result of hypothesis testing for hypothesis 2b which is “Consumers’ perception of website social presence has a positive impact on their perception of the website’s credibility” is accepted. The respondents may assess that the sense of human contact on a website influences the trust and intentions in an online context. This confirms the result of previous research by Toufaily et al. (2013). This result also supports previous findings by Gefen and Straub (2004). Most of the respondents from this research belong to the age group of 21-25 years old. These people belong to the Y generation who lives during the development of technology. A research done by O’neal (2016) mentioned that generation Y and Z individuals appear to be visual and digital learners. That being said, people who belong in this age group are so familiar with visualization, they will consider a website is credible when there is a presence of media that let them to visualize.

The result of hypothesis testing for hypothesis 3a which is “Perceived benevolence exerts a positive impact on attitude toward a retailer’s website” is accepted. It is found that the effect of perceived benevolence towards the website attitude is significant in this research. This result supports that belief in the benevolence of the web vendor is positively related to the trustworthiness of the web vendor and trustworthiness of the web vendor is positively related to usage attitude for the vendor website (Palvia, 2009).

The result of hypothesis testing for hypothesis 3b which is “Perceived credibility exerts a positive impact on attitude toward a retailer’s website” is accepted. It is found that the effect of perceived credibility towards the website attitude is significant in this research. Once the respondents believe that a website honors several forms of commitments, positive website attitude will be created. On the contrary, when a website fails to showcase its expertise and credibility, the respondents will have negative attitude towards the website. Previous research done by Ayeh et al. (2013) mentioned that perceive expertise positively influences attitude. Toufaily et al. also proved that there is a positive relationship of credibility toward website attitude. Out of 100 questionnaires distributed, 55 came back with people who have bachelor degree. People with higher education tend to have more access for data and information. This research is analyzing various e-commerce website because nowadays people tend to use more than one website to do their transaction. This happens because educated people tend to seek for more information to compare data and get the best deal out of the many websites available. Thus, when consumers compare information about each website, the more credible website will have the most positive website attitude from the consumers.

The result of hypothesis testing for hypothesis 4 which is “Consumers’ website attitude has a significant impact on their word-of-mouth” is accepted. In this case, Indonesian people are usually very group-oriented, less individuality. This creates a huge possibility for word-of-mouth to take place. When the respondents have positive attitude towards a website, they tend to recommend it to other people and when they have negative attitude towards a website, they tend to tell people not to visit nor purchase anything from the website. This result

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proves previous study done by Toufaily et al. (2013) and the study done by Chen and Matthews (2013) that stated website attitude will engage in word-of-mouth. Moreover, the most respondents for this research belong to the age group of 21-25 years old. People within this age group are more likely to ask for opinions of other people. These opinions will be one form of word-of-mouth.

V. Conclusions and Suggestions

5.1 ConclusionThis research investigated the factors affecting online trust which are security/privacy and social presence. This research also analyzed how the dimensions of trust which are benevolence and credibility result in word-of-mouth through website attitude as the consequences of online trust.

In the condition of Indonesia where many frauds often take place, people have the tendency to avoid risking their personal data, especially their financial data. Thus, in doing online transaction, security towards the consumers’ privacy matters. When a website guarantees its security, then consumers will trust them with their data to do the transactions. The role of social presence in gaining the trust of consumers is to give certainty by providing information such as email after every transaction to let the consumers keep track of their transactions, and providing solutions for every time problems occur.

Once trust towards website is built, consumers will have better attitude towards a website which will eventually generates word-of-mouth. There are two dimensions of trust that the researcher uses in this research, they are benevolence and credibility, these two dimensions are both directly affecting website attitude. Benevolence can be shown by giving solutions promptly when problems occur. From the analysis of this research, most of the respondents believe that online retailing websites in Indonesia are capable enough to do so. As for credibility, even though online retailing is still considered a newer business platform in Indonesia, all the well-known websites are said to be showing their expertise to their consumers. All features that a business put in its websites to increase the website’s benevolence and credibility will be affecting consumers’ attitude towards the website. Positive attitude will result in a positive word-of-mouth and negative attitude will result in a negative word-of-mouth.

5.2 Managerial ImplicationWebsites can assure customers of security and privacy by providing a privacy

statement and information about the security of the shopping process. Online retailers should always post their privacy policies on their websites to demonstrate consumers in avoiding manipulation of private information and online fraud. Features to add can be in the form of more protection for consumers’ privacy such as digital signatures and encryption mechanisms or by creating features that are easy to use by the consumers to make the websites more accessible by more people. They can thus improve customers' willingness to share personal information.

Secondly, improvement of social presence can be done by adding features that can replace face to face interaction. A human audio and video, virtual communities, chat requests with sales representative, e-mails after purchase, all

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can help bring the virtual interaction closer to the face-to-face communication that can lead to a better online experience and greater online trust.

Moreover, it is proved here that website attitude is directly affected by benevolence and credibility. In order to have a positive attitude, websites have to provide perceptive solutions to solve undesirable error that may occur during purchasing or transaction. The medium for complains and suggestions have to be managed well, so that every problem that may arise can be followed up properly. Providing perceptive solution will increase the benevolence feature of the websites. Furthermore, the websites must follow the rules and ethics of online selling and provide clear regulations or agreement between consumers and sellers on the website as well as keeping this agreement during the transaction. As for websites that sells through consumer to consumer approach, it should be stated clearly that buyers and sellers are not allowed to do their transactions by themselves to avoid unfair practices by one of both parties.

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