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How Sellers Can Stimulate Purchasing in Electronic Marketplaces

其他書名	Using Information as a Risk Reduction Signal
出版	Vrije Universiteit Amsterdam, Faculty of Economics and Business Administration, 2011
URL	http://books.google.com.hk/books?id=9XghngEACAAJ&hl=&source=gbs_api

註釋Existing studies offer myopic insights how intermediaries can reduce consumers perceived risk in order to make electronic marketplaces more successful. In contrast, the study here acknowledges the role of sellers in enabling these transaction platforms. The study focuses on how sellers may use information about themselves (i.e., seller information) and about their products (i.e., product information) as risk reduction signals to stimulate purchasing. Combining signaling theory with perceived risk theory the authors present a research model that they test using structural equation modeling with data collected in an actual consumer-to-consumer electronic marketplace. The results confirm that while product and seller information are indeed important risk reduction signals, the risk reduction potential of these forms of information may be different across risk types. This article discusses these findings and explains how they augment signaling theory, perceived risk theory and the relatively scarce research on the conceptual associations between these two theories. electronic marketplace (EM) ; risk reduction ; information ; signaling theory ; sellers ; online purchasing.