Abstract
Online markets present a challenging environment to evaluate experience products, especially products sold by unknown online sellers. To alleviate this problem, unknown online sellers may choose to signal quality using website signals. However, signals are not useful unless buyers notice these signals and believe that these signals are true. In this study, we evaluate the effect of the believability of external and internal website signals on the buyer's evaluation of seller and product quality and purchase intentions when interacting with unknown online sellers. The results suggest that external and internal signals, if believable, have a significant effect on buyer perceptions. While both types of signals are important, buyers find external signals more salient than internal ones. These results enhance our understanding of signals in e-commerce because they help online sellers to refine their digital business strategies and inform online buyers about the importance of website signals.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
