The Impact of Online Platforms’ Revenue Model on Consumers’ Ethical Inferences
Abstract
This research examines the impact of an online platform’s revenue model on consumers’ ethical inferences of the company. We demonstrate that consumers perceive online platforms that employ the advertising-based revenue model to be less ethical than platforms that employ the service-fee-based revenue model because platforms that adopt the advertising-based revenue model are thought to be less consumer-serving motivated (Study 1). The unfavorable...
Paper Details
Title
The Impact of Online Platforms’ Revenue Model on Consumers’ Ethical Inferences
Published Date
Apr 3, 2021
Journal
Volume
178
Issue
2
Pages
555 - 569
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