Lemons on the web: a signalling approach to the problem of trust in Internet commerce

Lee, Boon-Chye, Ang, Lawrence and Dubelaar, Chris 2005, Lemons on the web: a signalling approach to the problem of trust in Internet commerce, Journal of economic psychology, vol. 26, no. 5, pp. 607-623, doi: 10.1016/j.joep.2005.01.001.

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Title Lemons on the web: a signalling approach to the problem of trust in Internet commerce
Author(s) Lee, Boon-Chye
Ang, Lawrence
Dubelaar, Chris
Journal name Journal of economic psychology
Volume number 26
Issue number 5
Start page 607
End page 623
Total pages 17
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2005-10
ISSN 0167-4870
Keyword(s) Trust (social behaviour)
Consumer behaviour
Summary Asymmetric information is at the heart of situations involving trust. In the case of B2CInternet commerce, the information asymmetry typically relates to the difficulty that consumershave of distinguishing between ‘‘trustworthy’’ and ‘‘untrustworthy’’ Web merchants. Theimpasse can be resolved by the use of signals by trustworthy Web merchants to differentiatethemselves from untrustworthy ones. Using an experimental design where subjects are exposedto a series of purchase choices, we investigate three possible signals, an unconditional moneybackguarantee, branding, and privacy statement, and test their efficacy. Our empirical resultsconfirm the predictions suggested by signalling theory.
Language eng
DOI 10.1016/j.joep.2005.01.001
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 909999 Commercial Services and Tourism not elsewhere classified
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2005, Elsevier
Persistent URL http://hdl.handle.net/10536/DRO/DU:30073259

Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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