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Enhancing Seller’S Intention To Trade In Emarkets Through Normative, Explicit Contract And Reputation Of E-Market Place: Mediating Role Of Seller Trust On Buyer

Author

Listed:
  • Kalim Ullah

    (Xidian University)

  • Hira Batool

    (Walailak University)

Abstract

The reason behind this research is to discuss various issues that reduce the sellers’ intention to trade in online business contexts. The sellers’ trust in buyers has been found as an effective driver of the intention to trade. The sellers have been inclined recently to use contracts as proof of transaction and dealing between themselves and buyers on the third-party e-market platforms. Increased trust in buyers was found to allow the promotion of sellers’ intention to trade using the e-market platforms in the confines of Pakistan. This research paper is included in a larger project that has the aim of finding how the intention of sellers to trade can be increased in Pakistan. This study found that normative contracts imply negative effects over the sellers’ trust and sellers’ intention to trade but explicit contracts allow for increase in both these factors. The researcher collected data for this research from 302 online sellers by means of purposive sampling methods and the analysis was performed by the usage of PLS and the hypotheses were tested using SEM.

Suggested Citation

  • Kalim Ullah & Hira Batool, 2021. "Enhancing Seller’S Intention To Trade In Emarkets Through Normative, Explicit Contract And Reputation Of E-Market Place: Mediating Role Of Seller Trust On Buyer," International Journal of Entrepreneurship, Allied Business Academies, vol. 25(1).
    • Handle: RePEc:ris:ijentr:0169
    as

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    More about this item

    Keywords

    Normative Contract; Explicit Contract; Seller Trust; Seller Intention to Trade; Reputation of E-mark;
    All these keywords.

    JEL classification:

    • E44 - Macroeconomics and Monetary Economics - - Money and Interest Rates - - - Financial Markets and the Macroeconomy

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