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Hypotheses are developed and a controlled experiment is conducted to measure subjects\u2019 value congruence with and their trust in online sellers with disparate values, along with their purchase intention and willingness to pay price premiums. Using social exchange theory, we find that, for business-to-consumer (B2C) e-commerce, value congruence increases consumer online trust, and both value congruence and online trust have direct effects on purchase intention and reservation prices. In particular, in the positive value congruence vs. value neutral case, trust has a greater effect than value congruence on purchase intention, but value congruence has a greater effect than trust on reservation price. These findings suggest that trust is essential to a consumer's intention to purchase online but value congruence can induce price premiums from potential buyers for online sellers. 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