Investigating the Factors Influencing Intention to Trust in Classified Ads E-Commerce

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Haj Hashemi, Shayan | 2019

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Type of Document: M.Sc. Thesis
Language: Farsi
Document No: 52711 (44)
University: Sharif University of Technology
Department: Management and Economics
Advisor(s): Kiamehr, Mahdi; Khalili Nasr, Arash
Abstract:
Classified ads are one of the first E-Commerce formed after the introduction of the internet to the world which is still popular. Divar is one of the main online classified ads and thousands of transactions are happening daily. The transaction of demandant and supplier happens in a risky relation that needs trust to facilitate this transaction. In this research, we are trying to study trust models in the context of C2C E-commerce. As there are no structural assurance and feedback mechanisms in Divar, we decide to study the initial trust of members due to a lack of information from each other. In this research, we gather data from 385 participants by an online questionnaire. The results show the effect of integrity and ability on trust intention. Also, the moderative role of trust in the market-maker has an impact on the effect of benevolence and integrity but notability
Keywords:
Trust ; Electronic Commerce ; Customer to Customer Electronic Commerce ; Classified Ads ; Initial Trust ; Trust in Market Maker

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