Browse > Article
http://dx.doi.org/10.21219/jitam.2015.22.4.039

Trust and Triad Relationships in Online Marketplace  

Kim, Gimun (충남대학교 경영학부)
Publication Information
Journal of Information Technology Applications and Management / v.22, no.4, 2015 , pp. 39-57 More about this Journal
Abstract
Online marketplace represents the triad relationship among the consumer, the intermediary, and the seller community. However there have been a limited number of studies conducted with the view of the triad relationship, which have produced contradictory and mixed results. The purpose of this study is (1) to find trust factors affecting consumers' transaction intention-trust in intermediary and trust in community of sellers, and (2) to investigate the directionality of trust transfer between those factors. To do this, the study sets and tests a bidirectional model. Based on the study results, the study discusses that both trust in intermediary and trust in community of sellers are important to consumers' transaction decision in online marketplace, and trust transfer in online marketplace flows from intermediary to community of sellers.
Keywords
Trust; Trust Transfer; Online Marketplace; Online Shopping; Triad Relationship;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Cheung, C. M. K. and Lee, M. K. O., "Understanding Consumer Trust in Internet Shopping : A Multidisciplinary Approach," Journal of the American Society for Information Science and Technology, Vol. 57, No. 4, 2006, pp. 479-492.   DOI
2 Cohen, J. B. and Basu, K., "Alternative Models of Categorization : Towards a Contingent Processing Framework," Journal of Consumer Research, Vol. 13, No. 4, 1987, pp. 455-472.   DOI
3 Delgado-Ballester, E. and Hernandez-Espallardo, M., "Effect of Brand Associations on Consumer Reactions to Unknown On-Line Brands," International Journal of Electronic Commerce, Vol. 12, No. 3, 2008, pp. 81-113.   DOI
4 Delgado-Marquez, B. L., Hurtado-Torres, N. E., and Aragon-Correa, J. A., "The dynamic nature of trust transfer : measurement and the influence of reciprocity," Decision Support Systems, Vol. 54, 2012, pp. 226-234.   DOI
5 Eggert, A., Henseler, J., and Hollmann, S., "Who owns the customer? Disentangling customer loyalty in indirect distribution channels," Journal of Supply Chain Management, Vol. 48, 2012, pp. 75-92.   DOI
6 Fishbein, M. and Ajzen, I., Belief, Attitude, Intention and Behavior : An Introduction to Theory and Research, Addison-Wesley Publishing Company, Reading, MA, 1975.
7 Gefen, D. and Pavlou, P. A., "The Boundaries of Trust and Risk : The Quadratic Moderating Role of Institutional Structures," Information Systems Research, Vol. 23, No. 3, 2012, pp. 940-959.   DOI
8 Hong, I. B. and Cho, H., "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, Vol. 31, No. 5, 2011, pp. 469-479.   DOI
9 Pavlou, P. A., Liang, H., and Xue, Y., "Understanding and Mitigating Uncertainty in Online Buyer-Seller Relationships : A Principal Agent Perspective," MIS Quarterly, Vol. 31, No. 3, 2007, pp. 105-136.   DOI
10 Pickett, C. L. and Perrott, D. A., "Shall I Compare Thee? Perceived Entitativity and Ease of Comparison," Journal of Experimental Social Psychology, Vol. 40, No. 3, 2004, pp. 283-289.   DOI
11 Qian, Z. and Choi, M., "The Role of Motivation and Appraisal Emotion in Repurchase Intention in the Performing Arts," Journal of Information Technology Applications and Management, Vol. 21, No. 4. 2014, pp. 35-50.
12 Roberts, N., Galluch, P. S., Dinger, M., and Grover, V., "Absorptive Capacity and Information Systems Research : Review, Synthesis, and Directions for Future Research," MIS Quarterly, Vol. 36, No. 2, 2012, pp. 625-648.
13 Rodin, G., Lo, C., Mikulincer, M., Donner, A., Gagliese, L., and Zimmermann, C., "Pathways to distress : The multiple determinants of depression, hopelessness, and the desire for hastened death in metastatic cancer patients," Social Science and Medicine, Vol. 68, 2009, pp. 562-569.   DOI
14 Rothbard, N., "Enriching or Depleting? The dynamics of engagement in work and family roles," Administrative Science Quarterly, Vol. 46, 2001, pp. 655-684.   DOI
15 Schlosser, A., White, T., and Lloyd, S., "Converting Web Visitors into Buyers : How Web Site Investment Increases Consumer Trusting Beliefs and Online Purchase Intentions," Journal of Marketing, Vol. 70, No. 2, 2006, pp. 133-148.   DOI
16 Stewart, K. L., "Trust Transfer on the World Wide Web," Organization Science, Vol. 14, No. 1, 2003, pp. 5-17.   DOI
17 Kim, D., "Self-Perception-Based Versus Transference-Based Trust Determinants in Computer-Mediated Transactions : A Cross-Cultural Comparison Study," Journal of Management Information Systems, Vol. 24, No. 4, 2008, pp. 13-45.   DOI
18 Iverson, R. and Maguire, C., "The Relationship between Job and Life Satisfaction : Evidence from a Remote Mining Community," Human Relations, Vol. 53, 2000, pp. 807-839.   DOI
19 Jiang, P., Jones, D. B., and Javie, S., "How Third-Party Certification Programs Relate to Consumer Trust in Online Transactions : An Exploratory Study," Psychology and Marketing, Vol. 25, No. 9, 2008, pp. 839-858.   DOI
20 Kenny, D. A., Correlation and causality, New York : Wiley, 1979.
21 Kim, D. J., Ferrin, D. L., and Rao, H. R., "Trust and Satisfaction, Two Stepping Stones for Successful E-Commerce Relationships : A Longitudinal Exploration," Information Systems Research, Vol. 20, No. 2, 2009, pp. 237-257.   DOI
22 Kline, R. B., Principles and Practice of Structural Equation Modeling(2ndeds), The Guilford Press, New York, 2005.
23 Kuan, H. H. and Bock, G. W., "Trust Transference in Brick and Click retailers : An Investigation of the Before-Online-Visit Phase," Information and Management, Vol. 44, No. 2, 2007, pp. 175-187.   DOI
24 Lee, C. L., Chung, N., and Lee, S., "Exploring the influence of personal schema on trust transfer and switching costs in brick-and-click bookstores," Information and Management, Vol. 48, 2011, pp. 364-370.   DOI
25 Li, J., Poppo, L., and Zhou, K., "Relational mechanisms, formal contracts, and local knowledge acquisition by international subsidiaries," Strategic Management Journal, Vol. 31, No. 4, 2010, pp. 349-370.   DOI
26 Verhagen, T., Meents, S., and Tan, Y. H., "Perceived Risk and Trust Associated with Purchasing at Electronic Marketplaces," European Journal of Information Systems, Vol. 15, No. 6, 2006, pp. 542-555.   DOI
27 Stewart, K. J., "How Hypertext Links Influence Consumer Perceptions To Build and Degrade Trust Online," Journal of Management Information Systems, Vol. 23, No. 1, 2006, pp. 183-210.   DOI
28 Takeuchi, T., Yun, S., and Tesluk, P. E., "An Examination of Crossover and Spillover Effects of Spousal and Expatriate Cross-Cultural Adjustment on Expatriate Outcomes," Journal of Applied Psychology, Vol. 87, No. 4, 2002, pp. 655-666.   DOI
29 Turel, O., Yuan, Y., and Connelly, C. E., "In Justice We Trust : Predicting User Acceptance of E-Customer Services," Journal of Management Information Systems, Vol. 24, No. 4, 2008, pp. 123-151.   DOI
30 Wang, N., Shen, X. L., and Sun, Y., "Transition of Electronic Word-of-Mouth Services from Web to Mobile Context : A Trust Transfer Perspective," Decision Support Systems, Vol. 54, No. 3, 2013, pp. 1394-1403.   DOI
31 Wilder, D. and Simon, A. F., Categorical and Dynamic Groups : Implications for Social Perception and Intergroup Behavior, C. Sedikides, J. Schopler, and C. A. Insko, eds. Intergroup Cognition and Intergroup Behavior, Lawrence Erlbaum Associates, Mahwah, NJ, 1998, pp. 27-44.
32 Wong, C. and Law, K. S., "Testing Reciprocal Relations by Nonrecursive Structural equation Models Using Cross-Sectional Data," Organizational Research Methods, Vol. 2, No. 1, 1999, pp. 69-87.   DOI
33 Yee, R., Yeung, A., and Cheng, T. C., "The impact of employee satisfaction on quality and profitability in high-contact service industries," Journal of Operations Management, Vol. 26, 2008, pp. 651-668.   DOI
34 Lu, Y., Zhao, L., and Wang, B., "From Virtual Community Members to C2C E-Commerce Buyers : Trust in Virtual Communities and Its Effect on Consumers' Purchase Intention," Electronic Commerce Research and Applications, Vol. 9, No. 4, 2010, pp. 346-360.   DOI
35 Zhang, C., Viswanathan, S., and Henke, J., "The Boundary Spanning Capabilities of Purchasing Agents in Buyer-Supplier Trust Development," Journal of Operations Management, Vol. 29, 2011, pp. 318-328.   DOI
36 김기문, 김기주, "신뢰와 지각된 유용성 : 이론적 관련성에 대한 재개념화," Journal of Information Technology Applications and Management, 제21권 제4호, 2014, pp. 247-261.
37 Belanche, D., Casalo, L. V., Flavian, C., and Schepers, J., "Trust transfer in the continued usage of public e-services," Information and Management, Vol. 51, 2014, pp. 627-640.   DOI
38 Campbell, D. T., "Common Fate, Similarity, and Other Indices of the Status of Aggregates of Persons and Social Entities," Behavioral Science, Vol. 3, No. 1, 1958, pp. 14-25.   DOI
39 Lickel, B., Hamilton, D. L., Wieczorkowska, G., Lewis, A., Sherman, S. J., and Uhles, A. N., "Varieties of Groups and the Perception of Group Entitativity," Journal of Personality and Social Psychology, Vol. 78, No. 2, 2000, pp. 223-246.   DOI
40 Lin, J., Lu, Y., Wang, B., and Wei, K. K., "The Role of Inter-Channel Trust Transfer in Establishing Mobile Commerce Trust," Electronic Commerce Research and Applications, Vol. 10, No. 6, 2011, pp. 615-625.   DOI
41 Mayer, R. and Davis, J., "The Effect of the Performance Appraisal System on Trust for Management : A Field Quasi-Experiment," Journal of Applied Psychology, Vol. 84, No. 1, 1999, pp. 123-137.   DOI
42 Mayer, R., Davis, J., and Schoorman, F., "An Integration Model of Organizational Trust," Academy of Management Review, Vol. 20, No. 3, 1995, pp. 709-734.   DOI
43 McKnight, D. H., Choudhury, V., and Kacmar, C., "Developing and Validating Trust Measures for E-Commerce : An Integrative Typology," Information Systems Research, Vol. 13, No. 3, 2002, pp. 334-359.   DOI
44 Mesquita, L. F., Anand, J., and Brush, T. H., "Comparing the resource-based and relational views : knowledge transfer and spillover in vertical alliances," Strategic Management Journal, Vol. 29, 2008, pp. 913-941.   DOI
45 Pavlou, P. A. and Gefen, D., "Building Effective Online Marketplaces with Institution-based Trust," Information Systems Research, Vol. 15, No. 1, 2004, pp. 37-59.   DOI