Abstract
Abundant literature has examined online trust. However the different approaches were scarcely integrated to address the determinants of online trust and their impacts on online purchase intention. An integrative approach to online trust is adopted in this paper. A survey is carried out on a sample of 401 online consumers in Indonesia. The findings show that purchase intention is significantly influenced by online trust. Besides, there is significant impact of personality-based trust (benevolence, integrity and credibility), cognitive-based trust (reputation and cost benefit calculation) and institutional-based trust (situation normality) on online trust.
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