The role of trust in market exchange has been of consistent interest to marketing researchers over the past decade. Many researches in marketing have shown that customer trust in a company and its representatives can positively influence customer loyalty. However, a customer¡¦s deal with a particular product/service provider can also be influenced by the customer¡¦s trust in the broader marketplace¡Xfor example, trust in those who regulate the market and trust in the professionals who populate the marketplace. Drawing from a number of disciplines in addition to marketing, we identify three types of trust (Institutional Trust, Role Trust, Generalized Trust) in the broader marketplace that might influence trust (interpersonal trust, firm-specific trust) between two exchange partners. Using survey results collected from direct sellers of Taiwan¡¦s direct selling companies, we test competing theories about the influence of this trust. Our results show that the influence of broad-scope trust on customer loyalty is not direct, but is mediated by narrow-scope trust. Because the substitutional view implies a direct relationship between broad-scope trust and customer loyalty, this finding supports the foundational view of the relationship between broad-scope and narrow-scope trust.