The Effect of Trust on Customers' Online Repurchase Intention in Consumer-to-Consumer Electronic Commerce

As e-commerce is steadily increasing every year, trust building has become an important research topic in e-commerce research especially in developing countries. In this study, trust in intermediary and trust in online sellers are separated. Antecedents of trust and trust transference between online sellers and the intermediary are also explored. Analysis of the data collected from a questionnaire survey shows that seller performance, buyers’ past positive experiences, and psychological contract violation each have a significant effect on trust in online sellers. Meanwhile, information quality and service quality each have a significant effect on trust in intermediary and consumer satisfaction toward the intermediary. Trust is also transferred from the intermediary to online sellers. In turn, trust and satisfaction each have a positive impact on the repurchase intention. Theoretical and managerial implications are also discussed.

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