2005
DOI: 10.1016/j.joep.2005.01.001
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Lemons on the Web: A signalling approach to the problem of trust in Internet commerce

Abstract: 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… Show more

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Cited by 92 publications
(85 citation statements)
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References 27 publications
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“…However, it has been discovered that even before the actual behaviors are exhibited, a mere display of trustworthy signals could enhance the image of trustworthiness. For example, the simple inclusion of a statement of privacy policy or unconditional-money-back guarantee on a website could increase the probability of a purchase, even though the statement has not been verified [45]. Many organizational policies, such as delegation of authority or procedural justice, contribute to the creation of trust.…”
Section: Trustworthinessmentioning
confidence: 99%
“…However, it has been discovered that even before the actual behaviors are exhibited, a mere display of trustworthy signals could enhance the image of trustworthiness. For example, the simple inclusion of a statement of privacy policy or unconditional-money-back guarantee on a website could increase the probability of a purchase, even though the statement has not been verified [45]. Many organizational policies, such as delegation of authority or procedural justice, contribute to the creation of trust.…”
Section: Trustworthinessmentioning
confidence: 99%
“…In this case, we use reputation, guarantees and security and privacy policies as cognitive signals according to the literature. These variables have been widely associated with trust and consumer behavioral intentions by researchers (Lee, Ang, and Dubelaar, 2005;Eastlick and Lotz, 2011;Ha, 2004;Sha, 2009;Wang, Beatty, and Foxx, 2004;Wu, Liao, Hung and Ho, 2012). In mobile commerce they have an impact on the development of trust (Casaló, Flavián, and Guinalíu, 2007;Yeh and Li, 2009).…”
Section: Determinants Of Trust and Satisfactionmentioning
confidence: 99%
“…(Morgan y Hunt, 1994;Featherman y Fuller, 2002). Además, no debemos olvidar el poder de determinados factores y señales referentes a la empresa y al propio sitio web (señales) que puede utilizar la empresa para ayudar a fomentar la confianza, satisfacción y lealtad del comprador (Bart et al, 2005;Lee et al, 2005). Asimismo, el grado de compra on-line vendrá determinado por las características personales del consumidor, la utilización de nuevas tecnologías, la propensión a las innovaciones, la cultura del país o zona del consumidor, el riesgo, implicación y experiencia con la compra on-line.…”
Section: Darian (1987)unclassified