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Predicting Consumer Trust in an Intermediary in B2C Online Marketplaces: Insights From the Korean Experience
Abstract
Trust is a central element in online transactions in B2C e-marketplaces where a buyer needs to evaluate intermediary trust as well as seller trust to make a purchase decision. The authors develop and test a consumer trust model to predict first-time buyer's trust in an intermediary in Korean online marketplaces. Data were collected via a questionnaire survey using 218 respondents. Results from an empirical analysis indicate that while all the three factors of trustworthiness were found to be a predictor of overall initial trust in the intermediary, ‘integrity' turned out to have the strongest association with overall trust. The findings suggest that trustworthiness beliefs and trust are conceptually distinct from each other and that the former is a predictor of the latter. The chapter offers implications for both academics and practitioners of online marketplaces.
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