Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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Trust and Triad Relationships in Online Marketplace

온라인 마켓플레이스에서 신뢰와 3자적 관계

  • Received : 2015.03.24
  • Accepted : 2015.08.16
  • Published : 2015.12.31
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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.

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References

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