Online sellers' trust and use of online auction marketplaces

Heshan Sun, Ping Zhang

Research output: Contribution to conferencePaper

Abstract

More and more people sell things online and trust is an important factor in online selling. This research is aimed at understanding the roles of trust in online sellers' continued use of online auction marketplaces. Given the uniqueness of online auction practice, we identify the need for differentiating sellers' trust in the intermediary and in buyers. A balanced view of cognitive and affective trust is incorporated with the Motivational Model of technology acceptance to predict sellers' use of online auction marketplaces. Empirical data collected from online auction sellers in uBid.com confirmed our model. Specifically, our findings show that, for online auction sellers, (1) trust has both cognitive and affective components; (2) trust in the intermediary (e.g., eBay.com) impacts trust in the community of buyers through the trust transference mechanism; (3) trusting attitudes antecede user acceptance and use factors including perceived usefulness and perceived enjoyment, which in turn influence sellers' intention to return;; and (4) perceived enjoyment is an important antecedent of sellers' retention. Besides theoretical contributions, this research also has practical implications.

Original languageEnglish (US)
StatePublished - Dec 1 2008
Event12th Pacific Asia Conference on Information Systems: Leveraging ICT for Resilient Organizations and Sustainable Growth in the Asia Pacific Region, PACIS 2008 - Suzhou, China
Duration: Jul 3 2008Jul 7 2008

Other

Other12th Pacific Asia Conference on Information Systems: Leveraging ICT for Resilient Organizations and Sustainable Growth in the Asia Pacific Region, PACIS 2008
CountryChina
CitySuzhou
Period7/3/087/7/08

Keywords

  • Enjoyment
  • Online auction
  • Seller
  • Trust

ASJC Scopus subject areas

  • Information Systems

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  • Cite this

    Sun, H., & Zhang, P. (2008). Online sellers' trust and use of online auction marketplaces. Paper presented at 12th Pacific Asia Conference on Information Systems: Leveraging ICT for Resilient Organizations and Sustainable Growth in the Asia Pacific Region, PACIS 2008, Suzhou, China.