The promise of B2B e‐commerce had led to an explosion in the number of e‐marketplaces as firms adopted a “launch and learn” strategy. However a cash crisis and continuing losses led to tremendous consolidation in these marketplaces. This scenario was mirrored in Latin America too. With...

Purpose – Rewards and safety cues are frequently used by online marketers to enhance privacy attitudes and to encourage self‐disclosure of personal information. The purpose of this paper is to study the relative effectiveness of these influence strategies and test the boundary condition of...