Relationships between website quality and trust dimensions in online shopping: An empirical study in Indonesia

Abstract

We examine the relationship between the website quality dimension (specific content and technical adequacy) and trust dimension (benevolence, integrity and competence) in online shopping activities through e-commerce websites in Indonesia. The sample comprised of 634 respondents who filled out an online survey questionnaire. Using structural equation modelling statistical tests, this study finds that specific content has the most important role in increasing consumer trust for online shopping. Competence as a dimension of trust also has a role in increasing the consumers' intention to shop online and influences consumers to engage in online shopping. This study provides an understanding of the website quality and trust dimensions that have a dominant influence on online shopping activities; it also provides a website development model that focuses on priority dimensions to increase online shopping activities.