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This paper tries to understand this phenomenon from a view of a consumer lack of trust in online markets and seeks to unearth what ultimately causes a lack of consumer trust in online markets and the role played by intermediaries in the mix. The paper proposes a model and empirically validates it. Findings suggest that inherent inefficiencies in online markets lead to consumer uncertainty. Perceptions of uncertainty lead to a lack of consumer trust in online markets. Consumer trust in online markets is restored only by placing trust in intermediaries.<\/jats:p>","DOI":"10.1145\/1989098.1989102","type":"journal-article","created":{"date-parts":[[2011,6,6]],"date-time":"2011-06-06T11:51:38Z","timestamp":1307361098000},"page":"55-75","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":11,"title":["Online consumer market inefficiencies and intermediation"],"prefix":"10.1145","volume":"42","author":[{"given":"Pratim","family":"Datta","sequence":"first","affiliation":[{"name":"Kent State University, Kent, OH, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sutirtha","family":"Chatterjee","sequence":"additional","affiliation":[{"name":"Texas A&amp;M Prarie View, Prarie View, TX, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"320","published-online":{"date-parts":[[2011,5,24]]},"reference":[{"key":"e_1_2_1_1_1","first-page":"629","article-title":"The Market for 'Lemons': Quality Uncertainty and the Market Mechanism","volume":"90","author":"Akerlof G.","year":"1970","unstructured":"Akerlof , G. \" The Market for 'Lemons': Quality Uncertainty and the Market Mechanism ,\" Quarterly Journal of Economics , 90 , 1970 , pp. 629 -- 650 . 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