Building Consumer-to-Consumer Trust in E-Finance Marketplaces: An Empirical Analysis
Abstract
People-to-people (P2P) lending, a specialized consumer-to-consumer e-commerce model, facilitates borrowing and lending between individuals in on-line marketplaces. On-line market exchanges are usually characterized by uncertainty and risk. Since trust-building mechanisms and establishing trust can reduce the uncertainty arising from information asymmetries in exchange transactions, trust-building mechanisms are crucial to the prosperity of on-line marketplaces. Based on the elaboration likelihood model (ELM), which explains attitudinal change, trust-building mechanisms for P2P lending marketplaces are investigated empirically and tested. The study uses data collected from Prosper, the largest U. S. P2P lending marketplace. The results support the importance of the central route (economic status) as the major driver for bidding behavior and of peripheral cues (social capital and listing quality) as trust-building mechanisms that influence trust behavior. These findings will help on-line marketplace providers to build successful P2P lending marketplaces.
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Seller characteristics have a positive influence on buyers' behaviour.
“One study reported that the characteristics of a seller have a positive influence on buyers' behaviour.”
From Antecedents of trust in the sharing economy: A systematic review (2017) · cites this paper as Greiner & Wang, 2010
Economic status, social capital, and listing quality all influence the likelihood of funding.
“All categories proved to influence the likelihood of funding.”
From Antecedents of trust in the sharing economy: A systematic review (2017) · cites this paper as Greiner & Wang, 2010
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Zhang, K. Z. K., Zhao, S. J., Cheung, C. M. K., & Lee, M. K. O. (2014) · Decision Support Systems · doi:10.1016/j.dss.2014.08.005 · Cited by 781 · see citing works
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- Authors
- Greiner, M. E., & Wang, H.
- Affiliations
- University of Nebraska at Omaha (US)
- Radford University (US)
- ORCID
- Wang, Hui
- Venue
- International Journal of Electronic Commerce
- Publisher
- Informa UK Limited
- Published
- 2010-12
- Volume
- 15
- Issue
- 2
- Pages
- 105-136
- ISSN
- 1086-4415 (ISSN-L)
- 1557-9301
- OpenAlex
- W2092899467
- Cited by
- 185
- References
- 14
- Citations by year
- 2026: 1 · 2025: 9 · 2024: 9 · 2023: 9 · 2022: 19 · 2021: 20 · 2020: 17 · 2019: 14 · 2018: 20 · 2017: 17 · 2016: 16 · 2015: 15 · 2014: 9 · 2013: 6 · 2012: 3
- FWCI
- 6.34
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Electronic Commerce (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Management Information Systems › FinTech, Crowdfunding, Digital Finance
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Marketing › Sharing Economy and Platforms
- Keywords
- peer-to-peer lending, trust-building mechanisms, elaboration likelihood model, information asymmetry, social capital, bidding behavior, PROSPER
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