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http://dx.doi.org/10.5392/JKCA.2017.17.02.360

Roles of Buyer's Trust and Distrust in Open Markets: Focusing on Transfer between Intermediary and Seller  

Lee, Suk-Joo (국민대학교 비즈니스IT전문대학원)
Choi, Seulbi (국민대학교 비즈니스IT전문대학원)
Ahn, Hyunchul (국민대학교 비즈니스IT전문대학원)
Publication Information
The Journal of the Korea Contents Association / v.17, no.2, 2017 , pp. 360-374 More about this Journal
Abstract
This study investigates the effects of trust and distrust on intention to purchase in open markets, based on the ideas derived from previous studies such as coexistence of trust and distrust, and two distinct trustees in open markets-intermediary and sellers. Specifically, this study i) proposes a trust-distrust model of intermediary and sellers, ii) explores the transfer of trust and distrust from intermediary to sellers, and iii) discovers the antecedents of trust and distrust. The empirical validation using Partial Least Squares shows three results as follows. First, trust in intermediary positively affects intention to purchase through the mediated impact of trust in sellers. That is, trust in intermediary transfers to trust in sellers. Second, distrust in intermediary negatively affects intention to purchase through the mediated impact of customers' perceived risk. Third, structural assurance and perceived website quality positively affect trust in intermediary. The results of this research have implications for intermediary firms not only to build trust but also to manage distrust level. However, this study could not identify any antecedent of distrust, so further research for these antecedents will be needed in the future.
Keywords
Trust; Distrust; Open Market; Intermediary; Seller; Trust Transfer;
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Times Cited By KSCI : 5  (Citation Analysis)
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