“…We support this claim with the theoretical literature on signaling theory by explaining that a web vendor can embed signals into its website to communicate its own quality and abilities; and, therefore, establish trust not only in its website, but also in itself. The signaling theory framework has been applied in fields such as finance (Benartzi et al, 1997;Robbins & Schatzberg, 1986), marketing (Boulding & Kirmani, 1993;Kirmani, 1997;Kirmani & Rao, 2000;Rao et al, 1999), and management (Certo, 2003;Connelly et al, 2011;Turban & Greening, 1997) to explain how a seller can overcome the constraints of limited or hidden information in precontractual (prepurchase or pretransactional) settings. Beyond business, signaling theory has received much attention in disciplines ranging from "anthropology to zoology" (Connelly et al, 2011, p. 40).…”