<![CDATA[Purpose – This study aims to analyze the effect of seller responsiveness on consumer purchase intention toward consumer products in the Indonesian e-commerce environment using the Stimulus-Organism-Response (SOR) framework. It also examines the mediating roles of customer trust and perceived risk in this relationship. Design/Methodology/Approach – A quantitative research approach with a causal design was employed. Data were collected via an online questionnaire from 150 respondents selected through purposive sampling. The data were analyzed using SmartPLS 4.0 to evaluate the structural relationships and mediation effects. Findings – The results show that seller responsiveness has a positive effect on customer trust. Furthermore, customer trust significantly mediates the relationship between seller responsiveness and purchase intention. Conversely, perceived risk is not found to significantly mediate this relationship. Originality/Value – This study contributes empirical insights by establishing customer trust as a crucial underlying mechanism connecting seller responsiveness to purchase intention, while highlighting that perceived risk does not serve as a significant mediator. These findings offer practical implications for e-commerce sellers to prioritize communication responsiveness and customer experience to build trust and drive purchase intent.]]>
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