Reducing Online Buyers' Perceptions of Risk: A Study of Online Auctions
While the popularity of online shopping and participation in online auctions continues to increase, online exchanges are characterized by the problem of information asymmetry as buyers tend to approach purchase situations with a good deal of trepidation. In the context of online auctions, buyers hav...
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| Veröffentlicht in: | Services marketing quarterly 2011-04, Vol.32 (2), p.83-95 |
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| container_end_page | 95 |
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| container_issue | 2 |
| container_start_page | 83 |
| container_title | Services marketing quarterly |
| container_volume | 32 |
| creator | Hamer, Lawrence O. |
| description | While the popularity of online shopping and participation in online auctions continues to increase, online exchanges are characterized by the problem of information asymmetry as buyers tend to approach purchase situations with a good deal of trepidation. In the context of online auctions, buyers have access to a variety of information that can be used to assess the trustworthiness of sellers. The present study uses data from eBay to investigate the manner in which these types of information increase or decrease buyers' propensities to engage in the auctions and the amount buyers are willing to pay. |
| doi_str_mv | 10.1080/15332969.2011.557594 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 1533-2969 |
| ispartof | Services marketing quarterly, 2011-04, Vol.32 (2), p.83-95 |
| issn | 1533-2969 1533-2977 |
| language | eng |
| recordid | cdi_proquest_journals_861829893 |
| source | Business Source Complete |
| subjects | Auctions buyer behavior Consumer behavior e-commerce Electronic commerce market signals online shopping perceived risk Perceptions Retailing Risk assessment Studies |
| title | Reducing Online Buyers' Perceptions of Risk: A Study of Online Auctions |
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