A model for buyer's trust in the e-marketplace

Myoung-Soo Kim, Jae-Hyeon Ahn
2005 Proceedings of the 7th international conference on Electronic commerce - ICEC '05  
E-marketplace or broker managed online market is regarded as one of the most profitable e-biz models. In these marketplaces, buyers routinely engage with whom they have little or no prior interaction. This makes trust is one of the most important issues in the e-marketplace. Therefore, from the perspective of a practitioner, sufficient understanding of how the buyer's trust is built in the e-marketplace will lead to successful business. In this study, we integrate the theories developed in
more » ... al disciplines to analyze the structure through which customers can develop trust of a market-maker and sellers in the emarketplace. The theoretical model presented here is tested on survey data collected from 692 respondents The results show that market-maker's characteristics (reputation, web site's usability and security) and seller's characteristics (reputation and expertise) play an important role in forming and developing buyer's trust toward market-maker and sellers respectively.
doi:10.1145/1089551.1089590 dblp:conf/ACMicec/KimA05 fatcat:7sqmmew6g5gsbpdzcrxzfreql4