Abstarct
Trust is one of the crucial factors influencing a consumer’s decision to shop on the Internet. In C2C e-commerce, customers interact with both sellers and platform providers before conducting a transaction. The aim of this study is to clarify the trust-building approach, value from trust, and difference between trust in sellers and platform providers. The results show that the main factors influencing trust in sellers and platform providers are the interaction experience with the sellers and the reputation of the platform providers, respectively. Trust in sellers directly affects value for the sellers, and similarly, trust in platform providers can directly affect value for the platform provider
Interestingly, this study clarifies that interaction experience with sellers positively affects trust in platform providers, and trust in sellers can affect value for platform providers. These two findings suggest the need for platform providers to rethink the importance of building a good mechanism for interaction and creating value by increasing trust in seller