...) and lay rationalism (new) – relate to cognitive processing; and regulatory fit (confirmed) and familiarity (inhibitor; confirmed) – touch upon uncertainty in product attribute weighing/evaluation. Victor Andrej Schliwa can be contacted at: v.schliwa@protonmail.com 20 03 2018 06...

.... Design/methodology/approach This paper takes the perspective of a potential renter, respectively, obtainer and adopts Gefen’s (2000 ) research model, which incorporates familiarity and trust in the e-commerce industry. In this regard, the paper extends the work on two-sided markets of Mittendorf (2016...