Cechy aukcji internetowych w kontekście teorii sygnałów. Wyniki badań
Features of Online Auctions in the Context of Signaling Theory. Research Results from Poland.

Summary/Abstract: The role of online auctions in e-commerce determines research interest in improving their efficiency and effectiveness. The authors analyzed visual elements of online auctions that make up the core of the signals received by the potential online bidder. The authors investigated online consumers’ behavior in terms of their sensitivity to changes in visual presentation of an online auction. The paper presents the results of two independent research projects carried out by natural experiment; 400 observations in total; online transactions via platform Allegro.pl. The aim of the projects was to assess the impact of visual signals on the number of hits per webpage and the sales volume of the product. The authors suggest that the relatively high risk perceived by buyers in online auctions determine the influence of the “signal” on the decision making process. Results from the first project indicate that buyers are more susceptible to the influence of the “visual” signals than the signals which require a greater involvement (for example the need to read additional description). The second experiment leads to the conclusion that modification of the auction descriptionand delivery cost have statistically significant impact on the number of product units sold.

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