Perceived risk, trust and familiarity of online multi-sided pure-play platforms selling physical offerings in an emerging market

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dc.contributor.authorCarstens, Mariliseen_ZA
dc.contributor.authorUngerer, Mariusen_ZA
dc.contributor.authorHuman, Gerten_ZA
dc.date.accessioned2021-03-05T10:27:36Z
dc.date.available2021-03-05T10:27:36Z
dc.date.issued2019
dc.descriptionCITATION: 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.
dc.descriptionThe original publication is available at https://upjournals.co.za/index.php/SABR
dc.description.abstractUnderstanding 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.en_ZA
dc.description.urihttps://upjournals.co.za/index.php/SABR/article/view/5594
dc.description.versionPublisher's version
dc.format.extent32 pages ; illustrations
dc.identifier.citationCarstens, 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
dc.identifier.issn1998-8125 (online)
dc.identifier.otherdoi:10.25159/1998-8125/5594
dc.identifier.urihttp://hdl.handle.net/10019.1/109625
dc.language.isoen_ZAen_ZA
dc.publisherUnisa Press
dc.rights.holderAuthors retain copyright
dc.subjectTrust -- Psychological aspectsen_ZA
dc.subjectRisk perception -- Psychological aspectsen_ZA
dc.subjectElectronic commerce -- Risk assessment -- South Africaen_ZA
dc.subjectElectronic commerce -- Psychological aspects -- South Africaen_ZA
dc.subjectMultisided pure-play platforms -- South Africaen_ZA
dc.subjectConsumer behavior -- South Africaen_ZA
dc.titlePerceived risk, trust and familiarity of online multi-sided pure-play platforms selling physical offerings in an emerging marketen_ZA
dc.typeArticleen_ZA
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