English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 109952/140891 (78%)
Visitors : 46235930      Online Users : 1120
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/71643


    Title: Remedies for information asymmetry in online transaction: An investigation into the impact of web page signals on auction outcome
    Authors: 邱志聖;郭炳伸
    Shen,Chung‐Chi;Chiou,Jyh‐Shen;Kuo,Biing‐Shen
    Contributors: 國貿系
    Keywords: Electronic commerce;Auctions;Information exchange;United States of America
    Date: 2011-03
    Issue Date: 2014-11-24 17:09:31 (UTC+8)
    Abstract: Purpose– This study seeks to investigate the signals on which consumers may rely to reduce the problems of information asymmetry on an online auction site. The research aims to develop and test based on information signaling theory. It classifies signals from auction web pages into three types: seller reputation, product condition, and argument quality. To understand how the signals affect consumers` online buying decisions, the study intends to test the impacts of these signals on the auction outcome variables: number of bids, auction success, and willingness to pay. Design/methodology/approach– The paper employs an empirical test with real observation data comprised of 5,013 samples coded from the eBay auction site in the USA. Ordinary least squares (OLS) regression is used to predict the effect of web page signals on the number of bids, logistic regression to determine which web page signals contribute to auction success, and Tobit maximum likelihood estimation to estimate the impact of web page signals on willingness to pay. Findings– Results show that, in addition to the seller`s reputation, signals like product condition and the quality of the sellers` arguments on the web page are significantly related to the three auction outcomes. Buyers tend to rely on these signals to resolve information asymmetry in online auction transactions. Originality/value– Past studies have found that the seller`s feedback score is central to a positive online auction outcome. This paper is the first to classify web page signals comprehensively and to investigate their impacts on online auction outcomes using real transaction data. The findings provide substantial evidence and implications for both academic research and practitioners in online auctions. A dynamic strategy for success in online auctions is offered in the conclusion section.
    Relation: Internet Research,21(2),154-170
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1108/10662241111123748
    DOI: 10.1108/10662241111123748
    Appears in Collections:[國際經營與貿易學系 ] 期刊論文

    Files in This Item:

    File Description SizeFormat
    154-170.pdf288KbAdobe PDF2840View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback