Abstract

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.

摘要

客户对供应商声誉的信任是促进电子商务平台经济交易的关键因素。尽管假定信任-销售关系稳健且一致，但其经验证据仍然被拉丁美洲国家忽视。这项工作旨在提供一个数据驱动的综合框架，用于从领先的拉丁美洲电子商务平台提供的公共数据中提取有价值的知识，该平台在 18 个国家开展商业运营。在所有分析的国家中，只有阿根廷、巴西、智利、哥伦比亚、厄瓜多尔、墨西哥、乌拉圭和委内瑞拉的信任指数最高。信任-销售关系在各国之间在统计上不一致，但作为最重要的销售预测指标，其次是购买意愿和价格。