Abstract

This study extends the concept of expectancy confirmation model (ECM) to discuss the trust as an internal motivation that can make customers continue to use mobile service in the middle of risks and uncertainties in mobile service transactions. This study want to know how to build trust in the B2C E-Marketplaces based on trust transfer theory. In the B2C E-Marketplaces, there are three entities that affect overall trust, such as the intermediary, community of sellers, and mobile service provided by an intermediary. To build customer trust, we need to know the factors that affect trust in those entities and whether customer trust in those entities can influence each other. This study used four antecedents of trust (mobile service quality, familiarity, consumer disposition to trust/CDT, and interpersonal recommendation) as factors that can affect trust. This study obtained 606 respondents who are Go-Jek users spread in Jabodetabek, Bali, Bandung and Surabaya. Data were analyzed by using structural equation modeling (SEM) with AMOS 22.0 tools. Results of this study concluded that trust has a significant impact on customers' continuance intention to use mobile service. Trust in intermediary affected by familiarity, interpersonal recommendation, quality of the mobile service, and CDT. Trust in mobile service influenced by CDT, familiarity, and quality of mobile services. Meanwhile, trust in community of sellers only influenced by quality of the mobile service. In addition, this study also concluded that trust transfer occurred from the intermediary to the community of sellers and from the community of sellers to the mobile service provided by an intermediary.

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