PERTANIKA JOURNAL OF TROPICAL AGRICULTURAL SCIENCE

Low level of customer trust is still a major problem affecting online business. The aim of this research is to identify factors affecting customer trust and their impact on customer behavior in social commerce in Indonesia. This research uses quantitative method. A questionnaire was distributed to 358 social commerce users and a Structural Equation Model (SEM) model using Amos 22.0 was used for data analysis. The results of this study showed that the most essential factors influencing customer behavioural intention in social commerce are the design and visual of website. This study also revealed that customer trust had a significant positive impact on customer behavioural intention.