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Cited by 270Technology Adoption and User BehaviourPrivacy, Security, and Data ProtectionConsumer Behavior and Marketing Influence

Perceived risk and trust associated with purchasing at electronic marketplaces

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Verhagen, Tibert, Meents, Selmar, Tan, Yao-Hua·2006·European Journal of Information Systems
DOI 10.1057/palgrave.ejis.3000644
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Abstract

Understanding consumer behaviour is of vital importance to consumer-oriented e-business models today. In this paper, we study the relationships between consumer perceptions of risk and trust and the attitude towards purchasing at a consumer-to-consumer electronic marketplace (EM). Typical for EM settings is that consumer behaviour is subject to perceptions of the selling party as well as of the institutional structures of the intermediary that is operating the EM. Building upon the well-established literature of trust, we consider the concepts of intermediary trust and seller trust. We extend this categorisation by introducing the concepts of intermediary risk and seller risk. We developed measurement instruments for intermediary risk and seller risk. All measurement scales have acceptable alphas and are unidimensional. An empirical study is conducted to explore the relationships between the risk and trust types and consumer purchase attitude. The results reveal significant, direct effects of seller trust and seller risk. Second-order effects of intermediary trust and intermediary risk are investigated and reported. The paper concludes with general observations and recommendations for research and practice.

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  • Trust beliefs positively influence customer online purchase intention.

    “It has been demonstrated in the extant literature that trust beliefs positively influence customer online purchase intention (Verhagen, Meents, and Tan, 2006;Verhagen, Tan and Meents, 2004;McKnight, Choudhury and Kacmar, 2002;Lim, Sia, Lee and Benbasat, 2001;Jarvenpaa, Tractinsky, and Vitale, 1999).”

    From The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers' Online Purchase Intention (2010) · cites this paper as Verhagen, Meents, and Tan, 2006

    The Discussion (page unavailable) reports that party trust positively predicts attitudes toward purchasing at an electronic marketplace. The Conceptual model (page unavailable) says such effects can carry over to behavioural intention through attitude, but this study tested attitudes, not purchase intention itself. (LLM, conf=0.85)

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Authors
Verhagen, T., Meents, S., & Tan, Y.-H.
Affiliations
Vrije Universiteit Amsterdam (NL)
Corresponding author
Verhagen, Tibert
ORCID
Venue
European Journal of Information Systems
Publisher
Informa UK Limited
Published
2006-12
Volume
15
Issue
6
Pages
542-555
ISSN
  • 0960-085X (ISSN-L)
  • 1476-9344
DOI
10.1057/palgrave.ejis.3000644
OpenAlex
W2266213622
Cited by
270
References
15
Citations by year
2026: 6 · 2025: 3 · 2024: 15 · 2023: 14 · 2022: 14 · 2021: 25 · 2020: 15 · 2019: 13 · 2018: 15 · 2017: 11 · 2016: 20 · 2015: 18 · 2014: 15 · 2013: 15 · 2012: 16
FWCI
24.51
Type
journal article
Language
en
Open access
Licence
Locations
  • European Journal of Information Systems (publishedVersion)
  • RePEc: Research Papers in Economics (submittedVersion)
  • research memorandum (submittedVersion)
  • Journal of the Association for Information Systems (submittedVersion)
  • VU Research Portal (submittedVersion)
  • Data Archiving and Networked Services (DANS) (submittedVersion, other-oa)
  • Data Archiving and Networked Services (DANS) (submittedVersion)
  • European Conference on Information Systems
Topics
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
  • Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords
risk perception, trust, seller trust, purchase attitude, consumer behavior, e-commerce business models, measurement instruments

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