Research on Trust in C2C E-Marketplace

This study examined the antecedents and subsequences of trusting belief in C2C marketplace utilizing an integrated model, which posits that consumer-based and institution-based factors influence trusting belief in C2C marketplace, which further indirectly (mediated by the attitude) affect the willingness to participate in a C2C marketplace. Data were collected from respondents using questionnaire. The results of the analysis demonstrate that the two aspects have a significant influence on trusting belief in C2C marketplace, and provide support for 5 of the 7 hypotheses. The research results extend, augment, and apply prior research to an increasingly prevailed C2C marketplace domain. Our research contributes to theory and practice in C2C marketplace by focusing on building trust as the crucial aspect and integrating theory developed in other E-business contexts.