International Journal of Entrepreneurship Volume 25, Issue 1, 2021 1 1939-4675-25-1-442 ENHANCING SELLER’S INTENTION TO TRADE IN E- MARKETS THROUGH NORMATIVE, EXPLICIT CONTRACT AND REPUTATION OF E-MARKET PLACE: MEDIATING ROLE OF SELLER TRUST ON BUYER Kalim Ullah, Xidian University Hira Batool, Walailak University ABSTRACT The reason behind this research is to discuss various issues that reduce the sellers ’ intention to trade in online business contexts. The sellers’ trust in buyers has been found as an effective driver of the intention to trade. The sellers have been inclined recently to use contracts as proof of transaction and dealing between themselves and buyers on the third-party e-market platforms. Increased trust in buyers was found to allow the promotion of sellers’ intention to trade using the e-market platforms in the confines of Pakistan. This research paper is included in a larger project that has the aim of finding how the intention of sellers to trade can be increased in Pakistan. This study found that normative contracts imply negative effects over the sellers’ trust and sellers’ intention to trade but explicit contracts allow for increase in both these factors. The researcher collected data for this research from 302 online sellers by means of purposive sampling methods and the analysis was performed by the usage of PLS and the hypotheses were tested using SEM. Keywords: Normative Contract, Explicit Contract, Seller Trust, Seller Intention to Trade, Reputation of E-markets, Pakistan, B2B. INTRODUCTION With the expansion of technology and the fast pace of internet usage, these traditional markets then got advanced as years passed by. With the evolution of technology, electronic markets (E-markets) were introduced which are linked by a network of modern time communication systems without asking people to come in a physical market (Patel et al., 2018). E-markets have introduced ubiquitous platforms for sellers and buyers where they can interact with each other at any point in time and that too without much conditionality. Rust & Kannan (2016) in their research found out that more and more businesses are now being set up online for the ease of businesses and people. They elaborated with their model as to how the financial world has made its scope in e-markets and how online trading has become one of the easiest and most used trading platforms and has ultimately changed the dynamics of trading and investment (Kurnia et al., 2015). These B2B e-markets are now considered to be the biggest online E- commerce around the world and are also in consideration in our country Pakistan. Although B2B