Felipe Malak, J. B. Ferreira, Roberto Pessoa de Queiroz Falcão, C. Giovannini
{"title":"B2C电子市场中的卖家声誉及其对购买意愿的影响","authors":"Felipe Malak, J. B. Ferreira, Roberto Pessoa de Queiroz Falcão, C. Giovannini","doi":"10.1080/10978526.2021.1893182","DOIUrl":null,"url":null,"abstract":"Abstract Online electronic marketplace platforms, a business model that connects buyers with sellers through an intermediary, are steadily growing in Brazil. This research seeks to investigate the importance of the reputation of third-party sellers and its effects on consumers' perceptions of risk and trust; we also assess the consequent impacts on purchase intention within the e-marketplace platform. Data was collected via a survey of 309 respondents and tested through structural equation modeling. All proposed hypotheses were confirmed. The results point to the third-party seller's reputation negatively affecting the perception of risk and positively affecting trust in the third-party seller and the intermediary store. Consequently, trust in the intermediary store seems to negatively influence perceived risk, while positively affecting purchase intention. Implications for practice include suggestions for firms that operate in the e-commerce sector. In order to optimize their efforts in e-marketplaces, online retailers should (a) focus on improving the management of third-party sellers and their reputation systems to promote transparency and interactivity and (b) constantly invest in branding, customer service, training, and communicating with third-party sellers. Also, firms must understand that the transfer of trust to third-party sellers raises consumer repurchase intentions and makes e-businesses sustainable.","PeriodicalId":35384,"journal":{"name":"Latin American Business Review","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10978526.2021.1893182","citationCount":"9","resultStr":"{\"title\":\"Seller Reputation Within the B2C e-Marketplace and Impacts on Purchase Intention\",\"authors\":\"Felipe Malak, J. B. Ferreira, Roberto Pessoa de Queiroz Falcão, C. Giovannini\",\"doi\":\"10.1080/10978526.2021.1893182\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Abstract Online electronic marketplace platforms, a business model that connects buyers with sellers through an intermediary, are steadily growing in Brazil. This research seeks to investigate the importance of the reputation of third-party sellers and its effects on consumers' perceptions of risk and trust; we also assess the consequent impacts on purchase intention within the e-marketplace platform. Data was collected via a survey of 309 respondents and tested through structural equation modeling. All proposed hypotheses were confirmed. The results point to the third-party seller's reputation negatively affecting the perception of risk and positively affecting trust in the third-party seller and the intermediary store. Consequently, trust in the intermediary store seems to negatively influence perceived risk, while positively affecting purchase intention. Implications for practice include suggestions for firms that operate in the e-commerce sector. In order to optimize their efforts in e-marketplaces, online retailers should (a) focus on improving the management of third-party sellers and their reputation systems to promote transparency and interactivity and (b) constantly invest in branding, customer service, training, and communicating with third-party sellers. Also, firms must understand that the transfer of trust to third-party sellers raises consumer repurchase intentions and makes e-businesses sustainable.\",\"PeriodicalId\":35384,\"journal\":{\"name\":\"Latin American Business Review\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2021-03-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1080/10978526.2021.1893182\",\"citationCount\":\"9\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Latin American Business Review\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/10978526.2021.1893182\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"Business, Management and Accounting\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Latin American Business Review","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10978526.2021.1893182","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
Seller Reputation Within the B2C e-Marketplace and Impacts on Purchase Intention
Abstract Online electronic marketplace platforms, a business model that connects buyers with sellers through an intermediary, are steadily growing in Brazil. This research seeks to investigate the importance of the reputation of third-party sellers and its effects on consumers' perceptions of risk and trust; we also assess the consequent impacts on purchase intention within the e-marketplace platform. Data was collected via a survey of 309 respondents and tested through structural equation modeling. All proposed hypotheses were confirmed. The results point to the third-party seller's reputation negatively affecting the perception of risk and positively affecting trust in the third-party seller and the intermediary store. Consequently, trust in the intermediary store seems to negatively influence perceived risk, while positively affecting purchase intention. Implications for practice include suggestions for firms that operate in the e-commerce sector. In order to optimize their efforts in e-marketplaces, online retailers should (a) focus on improving the management of third-party sellers and their reputation systems to promote transparency and interactivity and (b) constantly invest in branding, customer service, training, and communicating with third-party sellers. Also, firms must understand that the transfer of trust to third-party sellers raises consumer repurchase intentions and makes e-businesses sustainable.
期刊介绍:
Latin American Business Review is a quarterly, refereed journal which facilitates the exchange of information and new ideas between academics, business practitioners, public policymakers, and those in the international development community. Special features of the journal will keep you current on various teaching, research, and information sources. These activities all focus on the business and economic environment of the diverse and dynamic countries of the Americas.