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

오픈마켓에서 구매자의 신뢰와 불신의 역할: 중개업체와 판매자간 전이를 중심으로

  • 이석주 (국민대학교 비즈니스IT전문대학원) ;
  • 최슬비 (국민대학교 비즈니스IT전문대학원) ;
  • 안현철 (국민대학교 비즈니스IT전문대학원)
  • Received : 2016.10.12
  • Accepted : 2016.11.07
  • Published : 2017.02.28

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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