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Users’ processing of online marketplace listings for high and low involvement goods

cris.virtual.author-orcid0000-0001-9502-9030
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cris.virtual.author-orcid#PLACEHOLDER_PARENT_METADATA_VALUE#
cris.virtual.author-orcid#PLACEHOLDER_PARENT_METADATA_VALUE#
cris.virtual.author-orcid#PLACEHOLDER_PARENT_METADATA_VALUE#
cris.virtualsource.author-orciddc227078-967f-4569-af11-7e28b56ad300
cris.virtualsource.author-orcid#PLACEHOLDER_PARENT_METADATA_VALUE#
cris.virtualsource.author-orcid#PLACEHOLDER_PARENT_METADATA_VALUE#
cris.virtualsource.author-orcid#PLACEHOLDER_PARENT_METADATA_VALUE#
cris.virtualsource.author-orcid#PLACEHOLDER_PARENT_METADATA_VALUE#
dc.abstract.enPurpose: To understand how users of online marketplaces process market signals in their decision making and whether this depends on if the good is of high or low involvement. Design/methodology/approach: The paper employs a mixed methods approach. Study 1 draws on an analysis of interviews with online marketplace users using hypothetical eBay purchases as stimuli, understanding how users conceptualize specific market signals and whether their importance varies depending on the type of purchase (high versus low involvement good). Study 2 tests hypotheses derived from signaling theory, using an eye tracking experiment. Findings: Price and photographs act as “fast and frugal” signals for inclusion in consideration sets for low involvement purchases, but consumers deem them insufficient for high involvement purchases where high-cost signals that help establish seller credibility are far more salient. Users pay relatively greater attention to costly market signals, which are beyond sellers’ direct control, for high involvement goods. Practical implications: The paper offers insights for sellers regarding the presentation of quality cues and strategies online marketplaces can employ to reduce information asymmetry. Originality/value: Drawing on and extending signaling theory, the paper introduces and confirms hypotheses for understanding users’ attention to market signals when making purchase decisions on online marketplaces. It identifies how the degree of involvement of a product affects the processing of market signals.
dc.affiliationWydział Ekonomiczny
dc.affiliation.instituteKatedra Ekonomii i Polityki Gospodarczej w Agrobiznesie
dc.contributor.authorGorton, Matthew
dc.contributor.authorMarek-Andrzejewska, Ewelina Maria
dc.contributor.authorPang, Gu
dc.contributor.authorAndrzejewski, Witold
dc.contributor.authorLin, Yong
dc.date.access2025-04-25
dc.date.accessioned2025-04-25T09:09:29Z
dc.date.available2025-04-25T09:09:29Z
dc.date.copyright2024-03-18
dc.date.issued2024
dc.description.bibliographyil., bibliogr.
dc.description.financepublication_nocost
dc.description.financecost0,00
dc.description.if5,9
dc.description.numberMay–June 2024
dc.description.points100
dc.description.versionfinal_published
dc.description.volume65
dc.identifier.doi10.1016/j.elerap.2024.101382
dc.identifier.eissn1873-7846
dc.identifier.issn1567-4223
dc.identifier.urihttps://sciencerep.up.poznan.pl/handle/item/2715
dc.identifier.weblinkhttps://www.sciencedirect.com/science/article/pii/S1567422324000279
dc.languageen
dc.pbn.affiliationeconomics and finance
dc.relation.ispartofElectronic Commerce Research and Applications
dc.relation.pagesart. 101382
dc.rightsCC-BY-NC-ND
dc.sciencecloudsend
dc.subject.enonline marketplace
dc.subject.enhigh and low involvement goods
dc.subject.eneye tracking
dc.titleUsers’ processing of online marketplace listings for high and low involvement goods
dc.typeJournalArticle
dspace.entity.typePublication
oaire.citation.volume65