The Consistency of Trust-Sales Relationship in Latin American E-Commerce

Juan C. Correa*, Henry Laverde-Rojas, Camilo A Martínez, Oscar J Camargo, Gustavo Rojas-Matute, Marithza Sandoval-Escobar

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


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.
Original languageEnglish
Pages (from-to)476-496
Number of pages21
JournalJournal of Internet Commerce
Issue number4
Publication statusPublished - 2 Oct 2022
Externally publishedYes

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