Signaling theory and information asymmetry in online commerce
Abstract
An e-business environment results in information asymmetry because buyers cannot physically evaluate the quality of products and easily assess the trustworthiness of sellers. Product and seller quality are communicated through website signals. Using signaling theory, we developed a three-dimensional framework to classify website signals. We empirically tested the framework with a comparative content analysis of websites from a sample of online...
Paper Details
Title
Signaling theory and information asymmetry in online commerce
Published Date
Jul 1, 2012
Journal
Volume
49
Issue
5
Pages
240 - 247
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