With the advance of information technology, a lot of new things arise from the development of internet including the purchase goods and services or online shopping. However, online consumers will always experience the uncertainty of the future, for example potentially untrustworthy seller, difficulty of transaction process, and unknown new technologies. Trust comes as a solution for the specific problem of risk in these uncertain situations. This study investigates Indonesian consumers’ trust which viewed as consumers’ cognitive & emotional trust to individual seller, based on the congruence between buyer-seller’s personality and online servicescapes in social commerce context. Those variables will be linked in theoretical models and may affect to online shopping usage by Indonesians. The findings of this study are giving new insight to the development of an understanding of online shopping in s-commerce context in the future with more emphasis on consumer characteristics and behavior of Indonesians.

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