Perceived risk, trust and familiarity of online multi-sided pure-play platforms selling physical offerings in an emerging market
Date
2019
Journal Title
Journal ISSN
Volume Title
Publisher
Unisa Press
Abstract
Understanding how customers perceive trust and risk when engaging with online pure-play multi-sided platforms (MSPs), has become critical to the performance of digital marketing strategies. This study explored the relationship between perceived trust, perceived risk and user familiarity associated with MSPs. For the purpose of this study, MSPs are conceptualised as firms that operate only online, that seek to provide transacting services to buyers and sellers, and that sell physical offerings in an emerging market context. Primary data were collected through an online instrument across five MSPs and the study reported the results pertaining to differences and similarities between groups and platforms. The results show that while familiarity drives trust, its impact is moderated by perceived risk. Contrary to common belief, the results show gender differences, but do not confirm age differences in trust and the moderation effect of risk. Moreover, the results also show that the influence of familiarity is not significantly different across MSPs.
Description
CITATION: Carstens, M., Ungerer, M. & Human, G. 2019. Perceived risk, trust and familiarity of online multi-sided pure-play platforms selling physical offerings in an emerging market. Southern African Business Review, 23, article #5594, doi:10.25159/1998-8125/5594.
The original publication is available at https://upjournals.co.za/index.php/SABR
The original publication is available at https://upjournals.co.za/index.php/SABR
Keywords
Trust -- Psychological aspects, Risk perception -- Psychological aspects, Electronic commerce -- Risk assessment -- South Africa, Electronic commerce -- Psychological aspects -- South Africa, Multisided pure-play platforms -- South Africa, Consumer behavior -- South Africa
Citation
Carstens, M., Ungerer, M. & Human, G. 2019. Perceived risk, trust and familiarity of online multi-sided pure-play platforms selling physical offerings in an emerging market. Southern African Business Review, 23, article #5594, doi:10.25159/1998-8125/5594