The Influence of Security and Privacy on Gen Z Trust in Indonesian E-Commerce

Q3 Economics, Econometrics and Finance

WSEAS Transactions on Business and Economics Pub Date : 2024-03-15 DOI:10.37394/23207.2024.21.65

D. Tjahjana, D. Dwidienawati, Adam Hakim, Alfredo Rivera, Nilson Tandiono, Yudha Ardika

引用次数: 0

Abstract

In the digital era, numerous organizations and businesses are attempting to influence teenagers to make purchases of their products. In this context, a business needs to gain trust to attract customers in the transaction process. This research aims to examine the relationship between the influences of Security and Privacy on the Trust of Gen Z in Indonesian E-commerce. The research method employed is quantitative. This study involves 400 respondents who are Gen Z consumers (born between 1997-2012) frequently engaging in transactions through e-commerce platforms. The data processing utilized the Partial Least Square - Structural Equation Model (PLS-SEM). The results indicate that Security and Privacy each have a positive and significant influence on Trust.

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印尼电子商务中安全与隐私对 Z 世代信任度的影响

在数字时代，许多组织和企业都在试图影响青少年购买其产品。在这种情况下，企业需要在交易过程中赢得信任以吸引客户。本研究旨在探讨印尼电子商务中安全和隐私对 Z 世代信任度的影响关系。采用的研究方法是定量研究。本研究涉及 400 名经常通过电子商务平台进行交易的 Z 世代消费者（1997-2012 年间出生）。数据处理采用了偏最小二乘法-结构方程模型（PLS-SEM）。结果表明，安全性和隐私性对信任均有积极而显著的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

WSEAS Transactions on Business and Economics Economics, Econometrics and Finance-Economics and Econometrics

CiteScore

1.50

自引率

0.00%

发文量

180

期刊介绍： WSEAS Transactions on Business and Economics publishes original research papers relating to the global economy. We aim to bring important work using any economic approach to a wide international audience and therefore only publish papers of exceptional scientific value that advance our understanding of finances. The research presented must transcend the limits of case studies, while both experimental and theoretical studies are accepted. While its main emphasis is economic, it is a multi-disciplinary journal and therefore its content mirrors the diverse interests and approaches of scholars involved with the international dimensions of business, economics, finance, history, law, marketing, management, political science, and related areas. It also welcomes scholarly contributions from officials with government agencies, international agencies, and non-governmental organizations.