Journal of Internet Commerce · 2008 · 28 citations · 22 references
BusinessMarketingMarketing ManagementConsumer BehaviorE-commerce RetailingE-commerce SystemsBusiness-to-consumer E-commerceOnline Consumer BehaviorTrust In Online RetailConsumer Trust In E-commerceTrust In Online Transactions
ABSTRACT This study aims to identify the factors that influence buyer and seller trust in online consumer-to-consumer transactions. Earlier studies focused on the B2C domain, thus this study intends to fill this literature gap. Factor analysis is used to identify the factors in this study using the principle component method. The factors identified by this study are buyers' and sellers’ general propensity to trust others, knowledge and expertise, risk propensity, personal acquaintances and relationships, and their prior transaction experience. The study's limitations and suggestions for future research are discussed.
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