Abstract

With the advancement of information technology, many innovations have emerged from the development of the Internet, including online shopping and social commerce. However, online consumers constantly experience some degree of uncertainty, such as potentially untrustworthy sellers, difficult transaction processes, and unknown new technologies and goods. Trust addresses the problem of risks in these uncertain situations. This study uses attribution theory to investigate the trust of Indonesian consumers in individual sellers. This trust is proposed to be determined by the congruence between buyer–seller personality and online servicescapes in the context of social commerce. Findings and contributions of this study are discussed as well.

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