There is substantial information embedded in seller reviews, which calls for an efficient way to read. This paper specifically analyzes the trust feeling embedded in seller reviews and its impacts on customers' perceived uncertainty and perceived risks in online transactions, based on the findings in a text mining over 500 reviews collected from ebay.com. To sum, we find that 1) seller reviews can be fairly explained by the trust feeling exposed in their content; 2) the three antecedents of trust (benevolence, competence and integrity) has a significant impact on perceived seller opportunism and uncertainty in online transactions.
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