Web-mediated consumer-to-consumer auctions are often regarded as risky due to the opportunistic behaviors in transaction. Online virtual community using feedback-based reputation service is an emerging trust building technology to reduce risk in online auction market. The purpose of this paper is to study the effect of feedback profiles on buyer’s purchase behavior. Based on previous researches...

Air travel distribution has been transformed by Internet technology because of an increase in market transparency, the level of availability and accessibility of product and price information. This article attempts to explain and interpret changes in the market for online travel with the market entry of air carrier consortium-owned Orbitz, a second generation online travel agency (OTA) that sig...

Do online recommendations have the same motivating impact as price at the point-of-onlinepurchase? The results (n=273) of an conjoint study show that: (1) when the price is low or high relatively to market price, it has the strongest impact (positive and negative) on the likelihood of an online purchase of an mp3 player, (2) when the price is average to market price, online recommendation and p...

One of the major drawbacks of conducting business online is the raised level of risk associated with business transactions. Potential business partners usually have limited information about each other’s reliability or product / service quality before an online transaction. In this paper, we focus on the problem of selecting a trustful electronic market (e-market), in order to perform business ...

Three experiments examined the role of reputation for alleviating the lemons problem in an online market, and produced the following findings. First, information asymmetry drives the experimental market into a lemons market. Second, reputation about other traders moderately alleviates the lemons problem. Third, the power of reputation as a solution to the problem of lemons is substantially redu...