Reputation and Certification in Online Shops
Franz Hackl (),
Agnes Kügler () and
Rudolf Winter-Ebmer ()
No 279, Economics Series from Institute for Advanced Studies
We investigate the impact of self-organized reputation versus certification by an independent institution on demand for online shops. Using data from a large Austrian price comparison site, we show that quality seals issued by a credible and independent institution increase demand more than feedback-based reputation. This result is important for markets where the market-maker must deal with issues of asymmetric information concerning the quality of goods and services in the market.
Keywords: Online markets; search engines; signaling; certification; reputation (search for similar items in EconPapers)
JEL-codes: C23 D21 D81 L15 (search for similar items in EconPapers)
Pages: 21 pages
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http://www.ihs.ac.at/publications/eco/es-279.pdf First version, 2011 (application/pdf)
Working Paper: Reputation and Certification in Online Shops (2011)
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