The consistency of trust-sales relationship in Latin American e-commerce
Customer’s trust in vendors’ reputation is a key factor that facilitates economic transactions in e-commerce platforms. Although the trust-sales relationship is assumed robust and consistent, its empirical evidence remains neglected for Latin American countries. This work aims to provide a data-driv...
- Autores:
-
Correa Nuñez, Juan Carlos
Laverde Rojas, Henry
Martínez, Camilo A.
Camargo, Oscar Javier
Rojas Matute, Gustavo
Sandoval Escobar, Marithza
- Tipo de recurso:
- Article of investigation
- Fecha de publicación:
- 2022
- Institución:
- Colegio de Estudios Superiores de Administración
- Repositorio:
- Repositorio CESA
- Idioma:
- eng
- OAI Identifier:
- oai:repository.cesa.edu.co:10726/5036
- Palabra clave:
- E-Commerce
Trust
Sales
Latin-America
Web mining
- Rights
- License
- Acceso Restringido
| Summary: | Customer’s trust in vendors’ reputation is a key factor that facilitates economic transactions in e-commerce platforms. Although the trust-sales relationship is assumed robust and consistent, its empirical evidence remains neglected for Latin American countries. This work aims to provide a data-driven comprehensive framework for extracting valuable knowledge from public data available in the leading Latin American e-commerce platform with commercial operations in 18 countries. Only Argentina, Brasil, Chile, Colombia, Ecuador, Mexico, Uruguay, and Venezuela showed the highest trust indexes among all nations analyzed. The trust-sales relationship was statistically inconsistent across nations but worked as the most important predictor of sales, followed by purchase intention and price. |
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