EFFECTS OF ONLINE REPUTATION SERVICE IN ELECTRONIC MARKETS: A TRUST-BASED EMPIRICAL STUDY

Surya B. Yadav

6 citations0/0 files storedJournal of the Association for Information Systems

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Technology Adoption and User Behaviour Access Control and Trust Auction Theory and Applications

Abstract

Web-mediated consumer-to-consumer auctions are often regarded as risky due to the opportunistic behaviors in transaction.Online virtual community using feedback-based reputation service is an emerging trust building technology to reduce risk in online auction market.The purpose of this paper is to study the effect of feedback profiles on buyer's purchase behavior.Based on previous researches, a trust-based model is developed to study the relationships among online reputation, trust, risk perception and intention.The model considers both similarities and differences between online and traditional market, it is expected to be a more effective basis for investigation of online consumer behavior.

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1991The theory of planned behavior 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1970The Market for "Lemons": Quality Uncertainty and the Market Mechanism 1985A Conceptual Model of Service Quality and Its Implications for Future Research 1985From Intentions to Actions: A Theory of Planned Behavior 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1995An Integrative Model Of Organizational Trust 1987The Economic Institutions of Capitalism

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