1. The Consistency of Trust-Sales Relationship in Latin American E-Commerce.
- Author
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Correa, Juan C., Laverde-Rojas, Henry, Martínez, Camilo A., Camargo, Oscar Javier, Rojas-Matute, Gustavo, and Sandoval-Escobar, Marithza
- Subjects
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CUSTOMER relations , *SALES personnel , *RESEARCH , *STATISTICS , *ELECTRONIC commerce , *CONFIDENCE intervals , *CONSUMER attitudes , *REGRESSION analysis , *DESCRIPTIVE statistics , *DATA analysis software , *DATA analysis , *TRUST - 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. [ABSTRACT FROM AUTHOR]
- Published
- 2022
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