Trust in consumer-to-consumer electronic commerce

Authors:
Kiku Jones;Lori N. K. Leonard
Affiliations:
The University of Tulsa, School of Accounting and MIS, BAH 313, 600 S. College Avenue, Tulsa, OK 74104-3189, United States;The University of Tulsa, School of Accounting and MIS, BAH 313, 600 S. College Avenue, Tulsa, OK 74104-3189, United States
Venue:
Information and Management
Year:
2008

Citing 24
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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.