The effect of customer trust and commitment on customer sustainable purchasing in e-marketplace, the antecedents of customer learning value and customer purchasing value

Abstract

The e-marketplace is a platform used by vendors to conduct transactions and shopping. The success of implementing an e-marketplace depends on customers’ sustainable purchasing. This study integrates customer learning (formative construct) and purchasing (reflective construct) values to measure the level of customer trust and commitment in the e-marketplace to examine their effects on sustainable customer purchases. A total of 428 valid respondents were processed using SmartPLS 3. The results show that the six proposed hypotheses have positive values and significant effects. Customer learning and purchasing values have positive values and significant effects on customer trust and loyalty and have indirect positive values and significant effects on sustainable customer purchases. In other words, customer trust and loyalty have positive values and significant effects on sustainable customer purchases. Thus, the findings of this study have implications for other researchers and practitioners conducting studies on e-marketplaces.

Memahami Faktor Pembentuk Niat Pembelian Online di Indonesia: Eksistensi Sosial dalam e-Commerce, Sinyal Afiliasi Politik, Persepsi Kewajaran Harga, dan Kepercayaan

“…Temuan ini konsisten dengan penelitian Mahliza (2020) dan Wang et al (2022), di mana kepercayaan pada perantara atau penjual terbukti penting dalam membentuk niat pembelian konsumen. Selanjutnya, penelitian oleh Hongsuchon et al (2022) juga menegaskan bahwa kepercayaan dan komitmen pelanggan memiliki kontribusi yang signifikan dan positif terhadap niat perilaku pembelian mereka, khususnya dalam lingkup ecommerce.…”

The contribution of sustainable and clean energy to the strengthening of energy security

“…The leading trend of the development of the fuel and energy complex, conducted by the most progressive countries of the world, consists in the transition to sustainable and environmental (i.e., clean and renewable) energy (Hongsuchon et al, 2022). The initial accumulated experience of this transition in recent decades has been contradictory.…”

The Effect of E-service Quality and Customer Satisfaction and Trust to Customer Online Shopping Behavior

“…Trust is part of an individual or group's beliefs in certain attributes, such as integrity, reliability, and skill [2]. In this study, customer trust refers to the degree of trust that online shopping customers have for e-commerce sites, such as word-of-mouth and repeat visits.…”