کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
10438523 912723 2005 17 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Lemons on the Web: A signalling approach to the problem of trust in Internet commerce
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Lemons on the Web: A signalling approach to the problem of trust in Internet commerce
چکیده انگلیسی
Asymmetric information is at the heart of situations involving trust. In the case of B2C Internet commerce, the information asymmetry typically relates to the difficulty that consumers have of distinguishing between “trustworthy” and “untrustworthy” Web merchants. The impasse can be resolved by the use of signals by trustworthy Web merchants to differentiate themselves from untrustworthy ones. Using an experimental design where subjects are exposed to a series of purchase choices, we investigate three possible signals, an unconditional money-back guarantee, branding, and privacy statement, and test their efficacy. Our empirical results confirm the predictions suggested by signalling theory.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Economic Psychology - Volume 26, Issue 5, October 2005, Pages 607-623
نویسندگان
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