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Therefore, a clear understanding of the trust building process in the e-marketplace is important for the success in the market. In this study, we analyze the process by which e-marketplace customers develop trust in both a market-maker and sellers. Additionally, this analysis provides a theoretical framework to identify the antecedents of trust. In the framework, we suggest that the impact of trust on transaction intention is moderated by the customer's previous experiences in the e-marketplace. The theoretical model presented here was tested on survey and transaction data collected from 692 respondents. The results indicate that customers value the importance of trust in the market-maker and sellers differentially by the level of transaction experience. It is also shown that market-maker's characteristics (reputation, website's usability and security) and seller's characteristics (expertise) play an important role in the formation and development of trust toward a market-maker and sellers, respectively.<\/jats:p>","DOI":"10.1057\/palgrave.jit.2000095","type":"journal-article","created":{"date-parts":[[2007,1,24]],"date-time":"2007-01-24T06:23:35Z","timestamp":1169619815000},"page":"119-132","source":"Crossref","is-referenced-by-count":64,"title":["Management of Trust in the E-Marketplace: The Role of the Buyer's Experience in Building Trust"],"prefix":"10.1177","volume":"22","author":[{"given":"Myoung-Soo","family":"Kim","sequence":"first","affiliation":[{"name":"SK Research Institute for SUPEX Management, Jongno-gu, Seoul, South Korea;"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jae-Hyeon","family":"Ahn","sequence":"additional","affiliation":[{"name":"Graduate School of Management, Korea Advanced Institute of Science and Technology, Dongdaemoon-Gu, Seoul, South Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2007,6]]},"reference":[{"key":"e_1_2_1_2_1","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.8.4.310"},{"key":"e_1_2_1_3_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0737-6782(00)00059-X"},{"key":"e_1_2_1_4_1","doi-asserted-by":"publisher","DOI":"10.2307\/4132332"},{"key":"e_1_2_1_5_1","doi-asserted-by":"publisher","DOI":"10.1080\/10864415.2000.11044193"},{"key":"e_1_2_1_6_1","doi-asserted-by":"publisher","DOI":"10.1080\/07421222.2002.11045715"},{"key":"e_1_2_1_7_1","doi-asserted-by":"publisher","DOI":"10.1177\/002224377601300102"},{"issue":"3","key":"e_1_2_1_8_1","first-page":"275","article-title":"Toward an Understanding of Loyalty: The moderating role of trust","volume":"9","author":"Chow S.","year":"1997","unstructured":"ChowS., and HoldenR. 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