— Tan and Thoen proposed a generic model of trust for e-commerce in which transaction trust combines party trust and control trust. The purpose of this study is to assess the influence of party trust and control trust on risk perception and exchange behavior in B2B e-marketplaces. The authors modeled party trust and control trust as higher-order formative constructs; they then developed a partially mediated research model to show how these two forms of trust influence perceived risk, information sharing, and transaction. The research model was tested on a sample of 82 manufacturing enterprises having experience in B2B e-marketplaces using Partial Least Squares. The results show that party trust negatively influences perceived risk, that control trust positively influences information sharing, that perceived risk negatively influences information sharing, and that information sharing positively influences transaction. Information sharing acts as the mediator between trust and transaction. E-marketplace operators should supply all participants with various tools and channels for sharing transaction-related information.
— Party trust, control trust, B2B e-marketplace, generic model of trust.
Ying-Wei Shih is with the Department of Information Management, National Changhua University of Education, Changhua, Taiwan (e-mail: firstname.lastname@example.org).
Sheng-Cheng Lin is with the Department of Information Management, Tunghai University, Taichung City, Taiwan (e-mail: email@example.com).
Yu-Lin Ke is with the Department of Information Management, National Chi Nan University, Puli, Nantou, Taiwan (e-mail: firstname.lastname@example.org).
Cite: Ying-Wei Shih, Sheng-Cheng Lin, and Yu-Lin Ke, " Influence of Transaction Trust in B2B e-Marketplaces: An Investigation of Tan and Thoen's Views," International Journal of Innovation, Management and Technology vol. 4, no. 4, pp. 397-405, 2013.