Recently, many food eMarketplaces have been implemented. But food B2B has not yet been utilized by many purchasers and sellers. This phenomenon is caused partly by two problems, that is, information asymmetry and uncertainty about suppliers. Between them, ‘uncertainty about suppliers' problem could be solved by seller reputation model.
Reputation models need to be developed by industries. Several previous studies investigated general reputation construct, but not seller reputation. In this study, seller reputation in food B2B eMarketplaces was investigated. In modeling seller reputation model, culture was considered as a moderating variable. By factor analysis and hierarchical regression analysis, it was identified that there were two significant reputation factors including corporate capability & marketing and reliability. Between them, corporate capability & marketing's influence was moderated by culture. Therefore, the developed seller reputation model in food B2B eMarketplace consisted of some factors such as corporate capability & marketing, reliability, and culture.