Isabirye, NaomiGcora, Nozibele2026-08-202026-08-202016Gcora, Nozibele. 2016vital:27672http://hdl.handle.net/10353/2194http://hdl.handle.net/20.500.11837/4967Eastern Cape Province farmers in the natural essential oils industry are yet to fully realise the use of electronic commerce (e-commerce) platforms, such as electronic marketplaces (e-marketplaces) for business purposes. This is due to the issues that include lack of awareness, poor product quality, untrusted payment gateways and unsuccessful delivery that are associated with e-marketplaces. As a result, farmers do not trust e-marketplaces and therefore hesitate to engage in e-marketplaces for business purposes. This is further complicated by natural essential oils buyers‟ tendency of preferring face-to-face interaction with a supplier rather than online interaction as they need quality assurance. As such, this research proposes a model to enhance the perceived trustworthiness of natural essential oil producers in the Eastern Cape Province selling through e-marketplaces. The model constitutes the factors that could be considered in assisting essential oil producers to create a perception of trustworthiness to buyers in e-marketplaces. These factors were evaluated amongst five organisations involved in the production, retail or processing of essential oils using a multiple-case study methodology. The study‟s use of multiple-case study was applied within the interpretivist paradigm and five cases were considered. Interviews, document analysis and observations were used for data collection. Data analysis was done using within-case analysis followed by cross-case analysis to establish factors of trust. The essential oil producers based in the Gauteng, Kwazulu-Natal and Western Cape provinces were cases that had been successfully using e-marketplaces for a notable period of time. Accordingly, factors that contributed to the successful use of e-marketplaces informed the proposed model of this research. The model proposes that perceived trustworthiness of enterprises in e-marketplaces can be achieved through following the uncertainty reduction stages (Entry, Personal and Exit) and applying uncertainty reduction strategies (passive, active and interactive).162 leavespdfEnglishUniversity of Fort HareElectronic commerce -- Security measures -- South Africa -- Eastern Cape Essences and essential oils -- South Africa -- Eastern Cape Essences and essential oils -- MarketingInternet marketing -- South Africa -- Eastern CapeLCSHElectronic commerce -- Security measures -- South Africa -- Eastern CapeEssences and essential oils -- South Africa -- Eastern CapeEssences and essential oils -- MarketingThesis