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| Author: | Verhagen, T. Meents, S. Tan, Y-H. |
| Title: | Perceived risk and trust associated with purchasing at electronic marketplaces |
| Journal: | European journal of information systems
2006 : DEC, VOL. 15:6, p. 542-555 |
| Index terms: | electronic commerce markets consumer behaviour purchasing selling risk |
| Freeterms: | intermediation trust e-commerce |
| Language: | eng |
| Abstract: | This paper explores the relationships (here as: r-ships) btw. consumer perceptions of risk and trust and the attitude towards purchasing at a consumer-to-consumer (C2C) electronic marketplace (EM). Typical for EM settings is that consumer behaviour is subject to perceptions of the selling party as well as of the institutional structures of the intermediary that is operating the EM. The concepts of intermediary trust (as: im-tr.) and seller trust (as: sl-tr.) are considered, extending this categorization by introducing the concepts of intermediary risk (as: im-rsk.) and seller risk (as: sl-rsk.). Measurement instruments for im-rsk. and sl-rsk. are developed. An empirical study is conducted to explore the r-ships btw. the risk and trust types and consumer purchase attitude. Significant, direct effects of sl-tr. and sl-rsk. are found. Second-order effects of intermediary trust and intermediary risk are investigated and reported. |
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