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September 16, 2025Pamukkale University Journal of Social Sciences InstituteOpen Access

The Moderating Effect of E-Marketplaces Familiarity on the Relationship Between Trust and Risk Reduction Based on Product Types

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Authors

OAOğuzhan AydınŞGŞeyda Gürkaynak Gürbüzer

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Overview

The research reveals how e-marketplace familiarity influences trust and risk reduction across various product types in the UK.

Key Points

  • Familiarity with e-marketplaces significantly moderates trust and risk reduction across product types, enhancing decision-making.
  • Regression analysis highlighted that product types influence the relationship between trust and risk in online transactions.
  • Using a structural model with 733 UK participants, the study assessed responses to different product categories, improving market insights.
  • Strategically, e-marketplaces should enhance marketing communications with trustworthy information to bolster consumer confidence.

Cite This Study

Aydın et al. (2025) studied this question.

synapsesocial.com/papers/68d454cb31b076d99fa5a552https://doi.org/10.30794/pausbed.1612001
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