IDEAS home Printed from https://ideas.repec.org/a/eee/ininma/v31y2011i5p469-479.html
   My bibliography  Save this article

The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust

Author

Listed:
  • Hong, Ilyoo B.
  • Cho, Hwihyung

Abstract

The online merchant of an e-marketplace consists of an intermediary, providing the market infrastructure, and the community of sellers conducting business within that infrastructure. Typically, consumers willingly buy from unknown sellers within an e-marketplace, despite the apparent risk, since they trust the institutional mechanisms furnished by the relatively well-known intermediary. Consumers’ trust in one component of the e-marketplace merchant may not only affect their trust in the other, but also influence the way consumers make online purchases. This paper explores the impact of trust on consumer behavior in e-marketplaces. An empirical study has been conducted to accomplish our research objectives, using a questionnaire survey of 222 active e-marketplace shoppers in Korea. The results reveal that consumer trust in an intermediary has a strong influence upon both attitudinal loyalty and purchase intentions, although consumer trust in the community of sellers has no significant effect on the two constructs representing consumer behavior. In addition, it was found that trust is transferred from an intermediary to the community of sellers, implying that the trustworthiness of the intermediary plays a critical role in determining the extent to which consumers trust and accept the sellers in the e-marketplace. This paper offers some implications from the findings of the research.

Suggested Citation

  • Hong, Ilyoo B. & Cho, Hwihyung, 2011. "The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust," International Journal of Information Management, Elsevier, vol. 31(5), pages 469-479.
  • Handle: RePEc:eee:ininma:v:31:y:2011:i:5:p:469-479
    DOI: 10.1016/j.ijinfomgt.2011.02.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0268401211000193
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.ijinfomgt.2011.02.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gefen, David, 2000. "E-commerce: the role of familiarity and trust," Omega, Elsevier, vol. 28(6), pages 725-737, December.
    2. Rauyruen, Papassapa & Miller, Kenneth E., 2007. "Relationship quality as a predictor of B2B customer loyalty," Journal of Business Research, Elsevier, vol. 60(1), pages 21-31, January.
    3. Barnes, David & Hinton, Matthew, 2007. "Developing a framework to analyse the roles and relationships of online intermediaries," International Journal of Information Management, Elsevier, vol. 27(2), pages 63-74.
    4. Verhagen, Tibert & Meents, Selmar & Tan, Yao-Hua, 2006. "Perceived risk and trust associated with purchasing at Electronic Marketplaces," Serie Research Memoranda 0001, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    5. Schurr, Paul H & Ozanne, Julie L, 1985. "Influence on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 939-953, March.
    6. Nooteboom, B. & Berger, H. & Noorderhaven, N.G., 1997. "Effects of trust and governance on relational risk," Other publications TiSEM 8e83932e-064c-40e8-afe7-4, Tilburg University, School of Economics and Management.
    7. Keith J. Blois, 1999. "Trust in Business to Business Relationships: An Evaluation of its Status," Journal of Management Studies, Wiley Blackwell, vol. 36(2), pages 197-215, March.
    8. D. Harrison McKnight & Vivek Choudhury & Charles Kacmar, 2002. "Developing and Validating Trust Measures for e-Commerce: An Integrative Typology," Information Systems Research, INFORMS, vol. 13(3), pages 334-359, September.
    9. Spekman, Robert E., 1988. "Strategic supplier selection: Understanding long-term buyer relationships," Business Horizons, Elsevier, vol. 31(4), pages 75-81.
    10. Paul A. Pavlou & David Gefen, 2004. "Building Effective Online Marketplaces with Institution-Based Trust," Information Systems Research, INFORMS, vol. 15(1), pages 37-59, March.
    11. Chai, Sangmi & Kim, Minkyun, 2010. "What makes bloggers share knowledge? An investigation on the role of trust," International Journal of Information Management, Elsevier, vol. 30(5), pages 408-415.
    12. Deng, Zhaohua & Lu, Yaobin & Wei, Kwok Kee & Zhang, Jinlong, 2010. "Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China," International Journal of Information Management, Elsevier, vol. 30(4), pages 289-300.
    13. Katherine J. Stewart, 2003. "Trust Transfer on the World Wide Web," Organization Science, INFORMS, vol. 14(1), pages 5-17, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Verhagen, T., 2008. "Investigating the impact of C2C electronic marketplace quality on trust," Serie Research Memoranda 0008, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    2. Rajković, Borislav & Đurić, Ivan & Zarić, Vlade & Glauben, Thomas, 2021. "Gaining trust in the digital age: The potential of social media for increasing the competitiveness of small and medium enterprises," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 13(4).
    3. Suk-Joo Lee & Cheolhwi Ahn & Kelly Minjung Song & Hyunchul Ahn, 2018. "Trust and Distrust in E-Commerce," Sustainability, MDPI, vol. 10(4), pages 1-19, March.
    4. Möhlmann, Mareike, 2021. "Unjustified trust beliefs: Trust conflation on sharing economy platforms," Research Policy, Elsevier, vol. 50(3).
    5. Liu, Linlin & Lee, Matthew K.O. & Liu, Renjing & Chen, Jiawen, 2018. "Trust transfer in social media brand communities: The role of consumer engagement," International Journal of Information Management, Elsevier, vol. 41(C), pages 1-13.
    6. Timm Teubner & Marc T. P. Adam & Florian Hawlitschek, 2020. "Unlocking Online Reputation," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 62(6), pages 501-513, December.
    7. Mohammed Alharbey & Stefan Van Hemmen, 2021. "Investor Intention in Equity Crowdfunding. Does Trust Matter?," JRFM, MDPI, vol. 14(2), pages 1-20, January.
    8. Lin Xiao & Chuanmin Mi & Yucheng Zhang & Jing Ma, 2019. "Examining Consumers’ Behavioral Intention in O2O Commerce from a Relational Perspective: an Exploratory Study," Information Systems Frontiers, Springer, vol. 21(5), pages 1045-1068, October.
    9. Hong, Ilyoo B. & Cha, Hoon S., 2013. "The mediating role of consumer trust in an online merchant in predicting purchase intention," International Journal of Information Management, Elsevier, vol. 33(6), pages 927-939.
    10. Ahmed Ibrahim Alzahrani & T. Ramayah & Nalini Suppiah & Osama Alfarraj & Nasser Alalwan, 2020. "Modeling Blog Usage From a Developing Country Perspective Using Structural Equation Modeling (SEM)," SAGE Open, , vol. 10(3), pages 21582440209, July.
    11. Meents, S. & Verhagen, T. & Vlaar, P.W.L., 2011. "How sellers can stimulate purchasing in electronic marketplaces: Using information as a risk reduction signal," Serie Research Memoranda 0014, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    12. Qin, Li & De-Juan-Vigaray, María D., 2021. "Social commerce: Is interpersonal trust formation similar between U.S.A. and Spain?," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    13. Ben Q. Liu & Dale L. Goodhue, 2012. "Two Worlds of Trust for Potential E-Commerce Users: Humans as Cognitive Misers," Information Systems Research, INFORMS, vol. 23(4), pages 1246-1262, December.
    14. Stephen C. Wingreen & Natasha C. H. L. Mazey & Stephen L. Baglione & Gordon R. Storholm, 2019. "Transfer of electronic commerce trust between physical and virtual environments: experimental effects of structural assurance and situational normality," Electronic Commerce Research, Springer, vol. 19(2), pages 339-371, June.
    15. Baozhou Lu & Rudy Hirschheim & Andrew Schwarz, 2015. "Examining the antecedent factors of online microsourcing," Information Systems Frontiers, Springer, vol. 17(3), pages 601-617, June.
    16. Malhotra, Neeru & Sahadev, Sunil & Purani, Keyoor, 2017. "Psychological contract violation and customer intention to reuse online retailers: Exploring mediating and moderating mechanisms," Journal of Business Research, Elsevier, vol. 75(C), pages 17-28.
    17. repec:dau:papers:123456789/2723 is not listed on IDEAS
    18. Dan J. Kim & Donald L. Ferrin & H. Raghav Rao, 2009. "Trust and Satisfaction, Two Stepping Stones for Successful E-Commerce Relationships: A Longitudinal Exploration," Information Systems Research, INFORMS, vol. 20(2), pages 237-257, June.
    19. David Gefen & Paul A. Pavlou, 2012. "The Boundaries of Trust and Risk: The Quadratic Moderating Role of Institutional Structures," Information Systems Research, INFORMS, vol. 23(3-part-2), pages 940-959, September.
    20. Dongmin Kim & Izak Benbasat, 2006. "The Effects of Trust-Assuring Arguments on Consumer Trust in Internet Stores: Application of Toulmin's Model of Argumentation," Information Systems Research, INFORMS, vol. 17(3), pages 286-300, September.
    21. Marzieh Soleimani, 2022. "Buyers' trust and mistrust in e-commerce platforms: a synthesizing literature review," Information Systems and e-Business Management, Springer, vol. 20(1), pages 57-78, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ininma:v:31:y:2011:i:5:p:469-479. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-information-management .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.