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The economics and psychology of consumer trust in intermediaries in electronic markets: the EM-Trust Framework

机译：电子市场中介机构中消费者信任的经济学和心理学：EM-Trust框架

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摘要

The rise of electronic markets (EM) and e-commerce came with the promise of disintermediation. Yet, from aggregators to authenticators, the online landscape today is scattered with intermediaries such as EBay and Verisign, aiming to streamline e-commerce transactions and building consumer trust in EM. The central theme of this paper is to understand the contextual factors that lead to consumers' need to trust intermediaries. In developing our arguments, the paper synthesizes perspectives from information economics, transaction cost economics, and literature on institution-based trust to develop the EM-Trust Framework. Drawing from information economics, the paper contends that EM embody certain inefficiencies, which in turn contribute towards heightening consumer uncertainty, especially under conditions of high information specificity. Heightened consumer uncertainty subsequently reduces consumer trust in EM. It is only in the face of uncertainty and a loss of trust in EM that consumers transfer their need to trust in intermediaries. However, the transference of trust is complete only if agency costs from intermediation lie within consumer thresholds. A mini-case of online mortgage marketplaces is used to illustrate the EM-Trust Framework, thus creating threads for more insightful investigations in the future.
机译：电子市场（EM）和电子商务的兴起伴随着去中介化的希望。但是，从聚合器到身份验证器，当今的在线环境遍布诸如EBay和Verisign之类的中介机构，旨在简化电子商务交易并建立对EM的消费者信任。本文的中心主题是了解导致消费者需要信任中介机构的上下文因素。在发展我们的论点时，本文综合了信息经济学，交易成本经济学和有关基于机构的信任的文献的观点，以开发EM-Trust框架。本文从信息经济学的角度出发，认为EM表现出某些低效率，反过来又加剧了消费者的不确定性，尤其是在信息特异性很高的情况下。消费者不确定性的提高随后降低了消费者对新兴市场的信任。面对不确定性和对新兴市场的信任丧失，消费者才转移了对中介机构的信任。但是，仅当中介产生的代理成本在消费者阈值之内时，信任转移才完成。使用在线抵押贷款市场的一个小案例来说明EM-Trust框架，从而创建线程以供将来进行更深入的研究。

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