The Dependancy of E-Market Seller Reputation on Buyers Behaviour
The Dependancy of E-Market Seller Reputation on Buyers Behaviour

Summary/Abstract: Electronic market trust building mechanisms and related issues are commonly discussed topics in which identity identification and trust issues play a significant role in buyer behaviour. Current related research papers have identified several types of trust building mechanisms that vary in complexity. Almost all studies placed reputation mechanisms on the first place as the most trust generating mechanisms currently used on e- marketplaces. This paper captures partial results from a larger study on procurer´s behaviour on e- markets that provide reputation mechanism in a form of rating and historical transactions information. Main objective of this paper is to identify the role of sellers´ reputation affecting the procurers purchase behaviour. Analysis is based on data gathered by experimental approach based on Design of Experiment using a web based platform. Hypothesis testing is based on statistical and econometrical approach and also on data mining tools.

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