See, stats, and : http : // www . researchgate . net / publication / 275529314 Are ? Investigating the signals e - marketplace ARTICLE Impact : 0. 66 : 10 . 1108 / ITP - 11 - 2014 - 0265 READS 71 5 , INCLUDING : Yulin City 104 SEE Kai . Lim City 52 SEE Available : Huifang Retrieved : 05 Abstract Purpose – In the competitive e - marketplace today , sellers are using an increasing number of signals to entice customers to make online purchases . However , how differential these signals are in terms of their capacity to improve sales performance has not yet been investigated . The paper aims to discuss this issue . Design / methodology / approach – Drawing on signaling theory and grounded in the context of China ' s largest e - marketplace , Taobao , this study investigated the different effects of five commonly used signals on the sales performance of e - marketplace sellers . Findings – The authors find that warranty has the highest effect on sales performance , followed by overall rating , mean detailed seller rating , percent of positives , and web site quality . Originality / value – First , this study builds on signaling theory and contributes to the e - marketplace literature by providing new insights into how specific signals differentially affect sales performance in the e - marketplace (with evidence from a large - scale empirical analysis) . Second , the study extends the applicability of signaling theory to the e - marketplace domain by incorporating distinctive features of the e - marketplace into the original signaling theory . Finally , the findings lend practical support to e - marketplace sellers ' investment decisions on signals and provide guidelines for deployment of such signals .
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