Trust in consumer-to-consumer electronic commerce |
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Authors: | Kiku Jones Lori NK LeonardAuthor Vitae |
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Affiliation: | The University of Tulsa, School of Accounting and MIS, BAH 313, 600 S. College Avenue, Tulsa, OK 74104-3189, United States |
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Abstract: | We developed a model of consumer-to-consumer (C2C) e-commerce trust and tested it. We expected that two influences: internal (natural propensity to trust NPT] and perception of web site quality PWSQ]) and external (other's trust of buyers/sellers OTBS] and third party recognition TPR]) would affect an individual's trust in C2C e-commerce. However contrary to studies of other types of e-commerce, support was only found for PWSQ and TPR; we therefore discussed possible reasons for this contradiction. Suggestions are made of ways to help e-commerce site developers provide a trustworthy atmosphere and identify trustworthy consumers. |
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Keywords: | Electronic commerce C2C Trust Electronic markets and auctions |
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