The role of external and internal signals in E-commerce

被引：103

作者：

Mavlanova, Tamilla ^{[1
]}

Benbunan-Fich, Raquel ^{[3
]}

Lang, Guido ^{[2
]}

机构：

[1] Univ Connecticut, Sch Business, OPIM Dept, 1 Univ Pl, Stamford, CT 06901 USA

[2] Quinnipiac Univ, 275 Mt Carmel Ave, Hamden, CT 06518 USA

[3] CUNY, Baruch Coll, Zicklin Sch Business, Stat & CIS Dept, One Bernard Baruch Way,Box B11-220, New York, NY 10010 USA

来源：

DECISION SUPPORT SYSTEMS | 2016年 / 87卷

关键词：

Signaling theory; Information asymmetry; Trust; Deception; Seller quality; Product quality; ELECTRONIC COMMERCE; ASSURANCE SEALS; WEBSITE QUALITY; TRUST; PERCEPTIONS; DECEPTION; CONSUMERS; MODEL; UNCERTAINTY; INTENTION;

D O I：

10.1016/j.dss.2016.04.009

中图分类号：

TP18 [人工智能理论];

学科分类号：

081104 ; 0812 ; 0835 ; 1405 ;

摘要：

Online markets present a challenging environment to evaluate experience products, especially products sold by unknown online sellers. To alleviate this problem, unknown online sellers may choose to signal quality using website signals. However, signals are not useful unless buyers notice these signals and believe that these signals are true. In this study, we evaluate the effect of the believability of external and internal website signals on the buyer's evaluation of seller and product quality and purchase intentions when interacting with unknown online sellers. The results suggest that external and internal signals, if believable, have a significant effect on buyer perceptions. While both types of signals are important, buyers find external signals more salient than internal ones. These results enhance our understanding of signals in e-commerce because they help online sellers to refine their digital business strategies and inform online buyers about the importance of website signals. (C) 2016 Elsevier B.V. All rights reserved.

引用

页码：59 / 68

页数：10

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