| Abstract | E-shopping has become a trend in recent years, thanks to the increased use of smartphones and the completion of infrastructure such as logistics. Tremendous e commerce platforms enter the market, and each e-commerce platform competes for more users than the others, resulting in a fierce rivalry. Since studies show that interactions lead to increased purchases, figuring out what factors influence users to interact on e-commerce sites is of vital importance. This research aims to find what factor that influence people to interact on e-commerce platforms. In this study, there are six control variables namely, gender, age, education level, occupation, income, and accessibility of e-commerce platforms, and five independent variables namely, perceived reputation, trust, social bonding, value for money, and perceived risk. All data was gathered from an online survey, and descriptive statistics, Pearson's correlation, and multiple regression analysis were used to interpret it.. The findings suggest that perceived reputation and trust are positively and significantly related to user interaction. Finally, the research offers consequences for marketers of the user interaction interface as well as avenues for future studies. |