An Integrated Multi-Criteria Decision Analysis and Structural Equation Modeling Application for the Attributes Influencing the Customer’s Satisfaction and Trust in E-Commerce Applications

Tangibility
(T) T1 The e-commerce application provides a clear product presentation, making the product easy to comprehend. [37] T2 The e-commerce application presents products in a tangible manner (images, descriptions, etc.) [38] T3 I believe that I could successfully conduct any financial transactions using the E-wallet. [39] T4 The layout of the e-commerce application is clutter-free and professionally designed. [40] T5 The navigation system of the application is easy to learn. [21] T6 The e-commerce application gives the perception of how real the interaction with products feels. [41] Responsiveness
(RP) RP1 The e-commerce application provides complete and detailed information before the user’s need for the products. [42] RP2 The e-commerce application indicates the estimated date and time of delivery. [43] RP3 The e-commerce application gives clear, understandable information. [44] RP4 The e-commerce application is willing to accept criticism from customers using a star rating in the Play Store. [45] RP5 The e-commerce application is willing to accept advice from customers through a comment box in the Play Store. [45] RP6 The e-commerce application informs customers about the condition and location of goods and products that they order. [46] Reliability
(RL) RL1 The e-commerce application provides accurate information. [42] RL2 The logistics company met the estimated date and time indicated by the e-commerce application. [43] RL3 The service of the e-commerce applications is delivered with accuracy. [47] RL4 The security of the mode of payment on the e-commerce application can be trusted. [48] RL5 The e-commerce application, in general, understands customers who need services, especially when an immediate response should be taken. [49] RL6 The privacy of the customer’s personal information on the e-commerce application can be trusted. [48] Assurance
(A) A1 The e-commerce application (Shopee, Lazada, TikTok, etc.) provides a secure transaction in purchasing goods online. [42] A2 Retail shops with e-commerce applications know how to answer your questions. [43] A3 Retail shops are trustworthy in e-commerce applications. [50] A4 E-commerce retail shops are consistently courteous in interacting with their customer. [51] A5 I feel secure and confident using any method of payment (e-wallet, COD, credit card, etc.) when purchasing goods online using an e-commerce application. [52] A6 I feel safe doing my transactions in purchasing goods online using an e-commerce application. [52] Empathy
(EM) EM1 E-commerce shops communicate with the customer sincerely. [53] EM2 E-commerce shops respond to the customer’s complaints properly. [53] EM3 E-commerce shops are helpful, careful, and friendly. [44] EM4 E-commerce shops have convenient business hours. [54] EM5 The e-commerce shop listens to and actively addresses customers’ needs and concerns. [55] EM6 Overall, e-commerce shops are respectful and optimistic when approaching customers. [44] Brand Equity
(BE) BE1 The e-commerce application provides convenience during online shopping. [56] BE2 I am aware of various e-commerce applications that can be used for online shopping. [57] BE3 The E-commerce application provides a positive environment for my online shopping. [57] BE4 An e-commerce application has a Live Chat feature that can help me to negotiate prices directly. [11] BE5 I can recognize an e-commerce application just by looking at the design and appearance of the application. [11] Application Interface
(AI) AI1 The e-commerce application is user-friendly (intuitive, easy to use, and simple). [58] AI2 The e-commerce application provides a utilized navigation search bar that helps me find my top products with ease. [58] AI3 The application interface is visually appealing. [59] AI4 The existing product reviews and ratings are displayed and organized on the product pages. [12] AI5 The e-commerce application loads information quickly. [60] AI6 I can easily find the information that I am looking for using the e-commerce application. [61] AI7 The online shopping application is easy to navigate using the e-commerce application. [62] Information Credibility
(IC) IC1 I believe the product descriptions on the e-commerce app are accurate and reliable. [63] IC2 I trust an e-commerce app’s reliability in delivering accurate and up-to-date product information. [63] IC3 I trust the customer reviews on the e-commerce application. [63] IC4 I consider evaluating the credibility of information by taking into account the e-commerce app’s privacy and security policies. [64] IC5 I regularly check out the information in an e-commerce app before purchasing a product. [64] IC6 I believe the trustworthiness of the e-commerce application is enhanced by the accuracy and transparency of the product information. [64] Service Quality
(SQ) SQ1 It is easy to find the products you are looking for on the app. [65] SQ2 The product descriptions on the app were accurate and helpful. [66] SQ3 The customer service team was responsive and helpful to my inquiries [67] SQ4 It was easy to add items to my cart and checkout on the e-commerce app. [68] SQ5 The checkout process was fast and secure. [68] SQ6 The e-commerce app has a secure payment process. [68] Customer Satisfaction (CS) CS1 Overall, I am satisfied with using e-commerce applications to make online purchases. [69] CS2 The application system knows its users well enough to offer them products and services adapted to the consumer’s needs based on their preferences and market conditions. [70] CS3 I feel satisfied with the product I usually buy through an e-commerce application. [71] CS4 I am satisfied with my experience whenever I buy a product through an e-commerce application. [71] CS5 I am confident in purchasing products through the use of e-commerce applications. [72] CS6 I am satisfied with the information and services provided. [72] Perceived Security (PS) PS1 I feel safe providing sensitive information about myself over the e-commerce applications. [73] PS2 I am confident that my personal information is kept confidential and safe when using e-commerce applications. [13] PS3 I believe that my financial-related information is protected from unauthorized access. [18] PS4 I perceive that e-commerce applications are secured systems to conduct a transaction. [73] PS5 I feel secure using various payment channels (cash on delivery, credit/debit card, online banking, etc.) through e-commerce applications. [73] PS6 It has sufficient technical capacity to ensure that the data I send cannot be modified by hackers. [70] Customer’s Trust (TR) TR1 I trust the e-commerce application as a safe system for doing online shopping. [74] TR2 It is safe to pay money and perform a financial transaction using an e-commerce application. [75] TR3 I trust that the e-commerce sellers will not display my personal information (e-mail, phone number, name…) to others for commercial use. [75] TR4 I am confident that the application system will resolve any issues or disputes related to my transactions. [76] TR5 I trust the system characteristics of the e-commerce application. [77] TR6 The e-commerce sellers provide reliable information for my online purchasing and payment transactions. [78]