Antecedents and Influences of Online Intermediary Trust and Online Seller Trust

  • 黃 奕寧

Student thesis: Master's Thesis

Abstract

The emergence and popularization of Internet brings convenience for people nowadays in their busy lives With the continuous growth of global electronic commerce sales online retailing becomes one of important shopping channels Even though the e-commerce business models are various the main one is represented by the online seller that operates business through the platform of online intermediary Prior e-commerce literature focuses on one-single target such as online seller Website or online intermediary to investigate consumers’ purchase intention However only few research studies evaluate two targets together Therefore this study mainly intends to discuss how online intermediary and online seller mutually influence and how this relationship affects online consumers’ behavior The virtual world creates uncertainty; therefore prior e-commerce literature emphasizes the importance of trust This study takes online intermediary trust and online seller trust as the basis to develop the model to investigate the antecedents of online intermediary trust and online seller trust including online intermediary reputation online seller reputation and Website quality Also we intend to understand whether online intermediary trust and online seller trust can affect consumers’ online purchase intention via perceived risk and perceived benefit This study adopts Internet-based survey method and collects effective data from 370 respondents who have online shopping experience The results show that online intermediary trust is positively influenced by online intermediary reputation and Website quality and online seller trust is also positively influenced by online seller reputation and Website quality Then online intermediary trust positively affects online seller trust; however online seller trust does not have effect on online intermediary trust Furthermore online intermediary trust and online seller trust can influence online purchase intention via perceived risk and perceived benefit At the end we provide managerial suggestions to online intermediary and online seller and future research direction based on study conclusions
Date of Award2014 Jan 23
Original languageEnglish
SupervisorDung-Chun Tsai (Supervisor)

Cite this

Antecedents and Influences of Online Intermediary Trust and Online Seller Trust
奕寧, 黃. (Author). 2014 Jan 23

Student thesis: Master's Thesis