THE FACTORS OF PRESENTER THAT CAN AFFECT INTENTION TO USE E-COMMERCE PLATFORM OF CUSTOMER

Abstract

The objective of this paper is to studying the factors of the presenter that can affect the customer, in order to identify the factors of the presenter that have a relationship with the intention to use the e-commerce platform of the customer. Furthermore, it will be beneficial by giving direction to e-commerce platforms in being able to identify presenter preference to communicate to customers and make customers turn to use e-commerce platforms and also know the presenter that can attract to target customers. According to this research based on previous research, the upcoming hypothesis projects that there are three factors having potential to affect the intention to use e-commerce platforms of customers which are: The source of credibility, Congruence in presenter, and Attitude toward presenter. Therefore, this research uses qualitative methods with 8 interviews conducted with two parts of people, e-commerce platform and customer.