Abstract

The reason behind this research is to discuss various issues that reduce the sellers’ intention to trade in online business contexts. The sellers’ trust in buyers has been found as an effective driver of the intention to trade. The sellers have been inclined recently to use contracts as proof of transaction and dealing between themselves and buyers on the third-party e-market platforms. Increased trust in buyers was found to allow the promotion of sellers’ intention to trade using the e-market platforms in the confines of Pakistan. This research paper is included in a larger project that has the aim of finding how the intention of sellers to trade can be increased in Pakistan. This study found that normative contracts imply negative effects over the sellers’ trust and sellers’ intention to trade but explicit contracts allow for increase in both these factors. The researcher collected data for this research from 302 online sellers by means of purposive sampling methods and the analysis was performed by the usage of PLS and the hypotheses were tested using SEM.