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The act of transacting through e-commerce can be said to involve high risk. For that reason, it is obvious that customer trust factor represents primary factor in e-commerce. This research aims at analyzing (1) the effect of vendor-s ability, benevolence, and integrity variables toward e-commerce customers- trust in Indonesia; (2) the effect of vendor-s ability, benevolence, and integrity variables toward the level of e-commerce customers- participation in Indonesia; and (3) the effect of trust variable toward level of e-commerce customers- participation in Indonesia. This research makes use of Indonesia e-commerce users as research samples while using likert scale questionnaire for data collection. Furthermore, the questionnaires are sent to respondents through mailing list. Out of three predictor variables (ability, benevolence, and integrity), it is only vendor-s integrity that has positive and significant effect on cutomers- trust. On the other hand, it is only vendor-s integrity and customer-s trust that have positive and significant effect on e-commerce customers- participation in Indonesia.