Lack of trust can have a negative influence on consumers’ willingness to use electronic retail (e-tail) platforms especially in countries with weak regulations and poor consumer rights. This paper examined factors that can be employed to build consumer trust and continuance intention to use e-tail platforms in Sub-Saharan Africa. Survey data was collected from 207 respondents and analyzed using structural equation modeling with the PLS software. The results show that information quality, perceived usefulness, hedonic motivation, and perceived risk have a significant influence on consumers’ trust in e-tail platforms. The study contributes to the existing body of knowledge that guides efforts for the implementation of actions in weak institutional contexts characterized by institutional voids such as those experienced in Sub-Saharan African countries. Finally, the study provides insights that can help managers of e-tail platforms to effectively foster the development of trust in their communities.

缺乏信任会对消费者使用电子零售（e-tail）平台的意愿产生负面影响，尤其是在法规薄弱和消费者权益薄弱的国家。本文研究了可用于建立消费者信任和在撒哈拉以南非洲使用e-tail平台的持续意图的因素。从207位受访者那里收集了调查数据，并使用PLS软件使用结构方程模型进行了分析。结果表明，信息质量，感知有用性，享乐动机和感知风险对消费者对电子零售平台的信任度有重大影响。这项研究有助于现有知识体系，指导人们努力在薄弱的体制背景下采取行动，这些环境具有体制上的空白，例如在撒哈拉以南非洲国家所经历的空白。最后，该研究提供了可帮助电子尾巴平台管理人员有效促进其社区信任发展的见解。