Theory

Name of Theory: Assessing the buyer trust and satisfaction factors in the e-marketplace

Founder of Theory: Sfenrianto, Tendi Wijaya, Gunawan Wang

Years of Published: 2018

Definition of Theory:  The researchers highlight is to provide valuable guidance for all e-sellers and buyers to understand e-marketplace.

Research Framework: 

H1: Perceived risk of online shopping has positive effects on buyer trust.

H2: Perceived usefulness of online shopping has positive effects on buyer trust.

H3: Perceived ease of use of online shopping has positive effects on buyer trust.

H4: E-marketplaces reputation has positive effects on buyer trust.

H5: E-seller's reputation has positive effects on buyer trust.

H6: E-seller's expertise has positive effects on buyer trust.

H7: Convenience in online shopping has positive effects on buyer trust.

H8: Perceived usefulness of online shopping has positive effects on buyer satisfaction.

H9: Perceived ease of use of online shopping has positive effects on buyer satisfaction.

H10: E-seller's expertise has positive effects on buyer satisfaction.

H11: The convenience of online shopping has positive effects on buyer satisfaction.

Variables and Items: 

Summarize: 

E-marketplaces present tremendous opportunities for the market as well as the obstacles to survive. To thrive, they need to grow a suitably sophisticated level of services that may not be expected before, to satisfy their big customers. 

The problems of confidence and satisfaction have become the key issues facing both e-buyers as well as sellers. Scholars addressed the important roles in improving online buying behaviors, such as: trust, risk, expertise of the seller, convenience, reputation of the seller, usability and security of the website. Doong et al. In their studies, they reported that seller expertise such as: selling experience and attitude, price fairness, buying process satisfaction and trust are all valuable approaches to improve buyers' loyalty purpose and loyalty in online e-marketplaces.

E-marketplace should be linked to the trust based on credibility transferred from one source to another which virtually facilitates collaborations and business entities among buyers and sellers. However, developing credibility-based trust for buyers and sellers is not an easy task, as virtual media faces potential risks to both parties , in particular dealing with low trust society.

Material Support Review: 

Resources: https://scielo.conicyt.cl/scielo.php?script=sci_arttext&pid=S0718-18762018000200105