THE RESPONSIBILITY OF E-MARKETPLACES IN SHAPING FAIR ECOMMERCE PRACTICES: A CONCEPTUAL FRAMEWORK

Abstract

Authors of this paper generally seeks to provide a review of literature related to the research phenomenon. This paper aims to discuss the structure of the responsibility of e-marketplaces in shaping fair e-commerce practices on a theoretical basis. Based on key insights in the scientific literature our study affirms that e-marketplaces play an important role in engendering consumer trust. Findings - in order to expand this approach on systematic paradigm, the authors of the article specifically embody a conceptual review, a theoretical review, an empirical review and establish a conceptual basis for the study of the analysed social phenomenon. A conceptual overview provides definitions of the key terms that underpin the study as conceptualized by various others. The theoretical review reflects discussions of various theories that explain the link between structures, regulations, rules and policies of e-commerce and consumer trust. The empirical review presents the findings of previous studies related to the study. The paper concludes with a Conceptual Framework outlining the expected relationships between the study variables. This Conceptual Framework (basis) will be empirically tested in our future research. The results of the research will be presented in the next article.