Papers › The Consistency of Trust-Sales Relationship in Latin-American E-commerce
The Consistency of Trust-Sales Relationship in Latin-American E-commerce
Juan C. Correa, Henry Laverde-Rojas, Camilo A. Martinez, Oscar Javier Camargo, Gustavo Rojas-Matute, Marithza Sandoval-Escobar
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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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