A Descriptive Content Analysis of Trust-Building Measures in B2B Electronic Marketplaces

Jai-Yeol Son · LingLing. Tu · Izak Benbasat

45 citations0/0 files storedCommunications of the Association for Information Systems

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty E-commerce and Technology Innovations

Abstract

Because business-to-business (B2B) electronic marketplaces (e-marketplaces) facilitate transactions between buyers and sellers, they strive to foster a trustworthy trading environment with a variety of trust-building measures. However, little research has been undertaken to explore trust-building measures used in B2B e-marketplaces, or to determine to what extent these measures are applied in B2B e-marketplaces and how they are applied. Based on reviews of the scholarly, trade, and professional literature on trust in electronic commerce, we identified 11 trust-building measures used to create trust in B2B e-marketplaces. Zucker's trust production theory [1986] was applied to understand how these trust-building measures will enhance participants' trust in buyers and sellers in B2B e-marketplaces or in B2B e-marketplace providers. A descriptive content analysis of 100 B2B e-marketplaces was conducted to survey the current usage of the 11 trust-building measures. Many of the trust-building measures were found to be widely used in the B2B e-marketplaces. However, although they were proven to be effective in building trust-related beliefs in online business environments, several institutional-based trust-building measures, such as escrow services, insurance and third-party assurance seals, are not widely used in B2B e-marketplaces.

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References

1960A Coefficient of Agreement for Nominal Scales 1984Content Analysis: An Introduction to its Methodology.1994The Commitment-Trust Theory of Relationship Marketing 1995An Integrative Model Of Organizational Trust 1987The Economic Institutions of Capitalism 1986The Economic Institutions of Capitalism 1995An Integrative Model of Organizational Trust 1998Not So Different After All: A Cross-Discipline View Of Trust

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