Title:
The Influence of Customer Trust as a Mediator Between Uncertainty Avoidance and Purchase Intention in Shopee

Authors:
Nabila Verysa Aryoko, Yong Dirgiatmo, Indonesia

Abstract:

This study explores the mediating role of customer trust in the relationship between uncertainty avoidance and purchase intention on Shopee, a leading e-commerce platform. The research sampled 290 Indonesian Shopee users aged 18–60 years who had made at least two purchases. Using non-probability purposive sampling, data were collected and analyzed with SmartPLS 4. Validity was assessed through outer loading and Average Variance Extracted (AVE) for convergent validity, while discriminant validity was evaluated using the Fornell-Larcker criterion. Reliability was measured using Cronbach's Alpha and composite reliability. The findings highlight that information quality, reputation, return policy leniency, and social commerce constructs significantly impact customer trust and purchase intention on Shopee. However, the cash on delivery payment method does not significantly affect either customer trust or purchase intention. Additionally, customer trust serves as a mediator between social commerce constructs and purchase intention but does not mediate the relationships involving cash on delivery, information quality, reputation, or return policy leniency. These results underline the importance of social commerce and other trust-building factors in driving purchase intention, offering valuable insights for e-commerce strategies.

DOI: https://doi.org/10.51505/IJEBMR.2025.9111