Understanding the Trust of generations Y and Z on attitudes toward e-commerce websites
Angga Febrian

Faculty of Economics and Business
Jalan Prof. Dr. Ir. Sumantri Brojonegoro, Gedong Meneng, Kec. Rajabasa, Kota Bandar Lampung, Lampung

Abstract

Trust plays an essential role in increasing purchase intentions on e-commerce websites. However, what needs to be considered is that there are differences in the behavior of generation Y and Z consumers which can be taken into consideration in influencing purchase intentions on e-commerce websites. This study aims to explain the consumer trust model of the two generations that can be used to increase consumer buying intentions in e-commerce. This study uses a quantitative approach with a survey method for Generation Y as many as 385 respondents and Generation Z 385 respondents. Analyzed with the structural equation modeling approach AMOS 24 through testing measurement models and structural models that can explain the research model. The findings illustrate that trust has a significant influence on the formation of attitudes towards generation Y and Z websites. However, there are differences in results when testing trust to purchase intention. Generation Y considers trust to directly increase purchase intention, while in Generation Z trust is not able to increase purchase intention. The role of attitude toward the website is needed in mediating the influence between trust and purchase intention. EWOM also has a role in strengthening the relationship between trust and attitude with purchase intention, it is essential to pay attention to EWOM in shaping consumer attitudes to make purchases on e-commerce websites. This research can also be used as empirical input for managers of e-commerce website service providers to maximize it, which has implications for increasing purchase intention.

Keywords: Trust, Attitude toward website, Electronic word of mouth, purchase intention

Topic: Marketing