Customer Awareness towards Digital Certificate on E-Commerce: Does It Affect Purchase Decision?

Abstract

Digital certificate on e-commerce websites has been used since several years ago as insurance of website integrity from third party, the Certification Authority (CA). In Indonesia, not all e-commerce sites already use digital certificate. Some inhibitors are the price for acquiring digital certificate form global CA and awareness of customers about its importance. Growth of e-commerce globally drive the government to arrange e-commerce roadmap to boost development of this industry in Indonesia. One of program in the roadmap is creating a local CA to publish digital certificate for local e-commerce with cheaper price. It is expected more e-commerce site will implement digital certificate and further increase customer trust and purchase. The objective of this study is to address how information security awareness, especially about digital certificate, can affect purchase decision on e-commerce site through trust. Information security awareness are measured using knowledge, attitude and behavior (KAB) model. Data were gathered form customers of top-five e-commerce sites in Indonesia. Result of this research shows behavior and attitude significantly affect trust, yet knowledge does not affect trust. Furthermore, trust also has significant effect on purchase decision.