The author develops and test a consumer trust model for building first-time buyer's trust in an intermediary in Korean online marketplaces. Data was collected via a questionnaire survey using 218 respondents. Results from an empirical analysis indicate that while all the three factors of trustworthiness were found to be a predictor of overall initial trust in the intermediary, ‘integrity' turned out to have the strongest association with overall trust. The author's findings suggest that trustworthiness beliefs and trust are conceptually distinct from each other and that the former is a predictor of the latter. The article offers implications for both academics and practitioners of online marketplaces.

中文翻译：

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在B2C在线市场的中介机构中建立初步信任

作者开发并测试了一种消费者信任模型，用于在韩国在线市场的中介机构中建立首次购买者的信任。数据通过问卷调查收集了218位受访者。经验分析的结果表明，尽管所有三个可信度因素都可以预测中介机构总体初始信任度，但“完整性”与总体信任度之间的关联最强。作者的发现表明，可信赖的信念和信任在概念上是彼此不同的，前者是后者的预测指标。本文对在线市场的学者和实践者都具有启示意义。