The Role of Consumer Trust in Adopting AI Technologies on Indonesian E-commerce Platforms

Indonesia's e-commerce market is rapidly growing, with projections showing 99.1 million users by 2029. This growth is driven by the adoption of cashless transactions and artificial intelligence (AI) integrated into platforms like Tokopedia. Trust has a significant influence on how consumer perceive of AI, which can influence ease of use and perceived usefulness. This study investigates the role of trust in encouraging the adoption of AI technologies on e-commerce platform in Indonesia. This study collected responses from 244 participants, of whom 214 reported prior experience with AI-enabled platforms. To analyze the data, (SEM) Structural Equation Model was applied. The results demonstrated that trust exerts a significant positive influence on both perceived usefulness regarding the utility and perceived ease of use regarding the user-friendliness. Furthermore, subjective norms were found to significantly shape consumer perceptions toward AI adoption. However, perceived usefulness was found to have no direct effect on behavioral intention, whereas trust and ease of use emerged as significant determinants. Moreover, attitude toward use exhibited a positive relationship with behavioral intention, which in turn showed a strong association with actual use. These findings underscore the critical role of trust and user experience in fostering AI adoption, offering valuable implications for e-commerce platforms aiming to enhance user engagement.