The sharing economy holds promise for the way we consume, work, and interact. However, consuming in the sharing economy is not without risk, as institutional trust measures (e.g. contracts, regulations, guarantees) are often absent. Trust between sellers and buyers is therefore crucial to complete transactions successfully. From a buyer ́s perspective, a seller ́s profile is an important source of information for judging trustworthiness, because it contains multiple trust cues such as a reputation score, a profile picture, and a textual self-description. The effect of a seller’s self-description on perceived trustworthiness is still poorly understood. We examine how the linguistic features of a seller’s self-description predict perceived trustworthiness. To determine the perceived trustworthiness of 259 profiles, 189 real buyers on a Dutch sharing platform rated their trustworthiness. The results show that profiles were perceived as more trustworthy if they contained more words (which could be an indicator of uncertainty reduction), more words related to cooking (indicator of expertise), and more words related to positive emotions (indicator of enthusiasm). Also, a profile’s perceived trustworthiness score correlated positively with the seller’s actual sales performance. These findings indicate that a seller’s self-description is a relevant signal to buyers, eventhough it is cheap talk (i.e. easy to produce). The results can guide sellers on how to self-present themselves on sharing platforms and inform platform owners on how to design their platform so that it enhances trust between platform users.
DOCUMENT
Existing studies offer very limited insight into how sellers may reduce consumers' perceived risk in order to make consumer-to-consumer electronic marketplaces more successful. Contrary to these studies, the empirical investigation reported in this article acknowledges the role of sellers in enabling these computer-mediated transaction platforms. The study focuses on how information provided by sellersabout themselves (i.e., seller information) and about their products (i.e., product information) can function as risk reduction signals and how these affect a buyer's inclination to purchase. Combining signaling theory with perceived risk theory, the authors present a research model that they test using structural equation modeling with data collected in two different electronic marketplaces, includingeBay.nl. The results indicate that while product and seller information are indeed important risk reduction signals, and as such can play an important role in stimulating purchasing, the risk reduction potential of these forms of information differs across the studied risk types. This article discusses these findings and explains how they contribute to signaling theory and perceived risk theory. Based on the findings, several practical implications for sellers active in electronic marketplaces and for the intermediaries operating these transaction systems are described.
DOCUMENT
Every year I talk to many entrepreneurs about business transfers and acquisitions. Only rarely do they tell me that it was a cinch. Buying or selling a business is complex. For a start, a business should be shipshape from an organizational and administrative perspective, while several legal and fiscal matters also affect the transaction. Moreover, many parties are involved in a business transfer: the buyer and the seller, of course, but also the employees, the spouse and/or family of the entrepreneur, the customers and suppliers. Emotions and trust also play a central role in selling a firm. Many owner/managers find it hard to abandon their business. The fact that a transaction of fixed assets may also be involved is another complicating factor. Is it a good thing to include fixed assets in the sale, or in fact the reverse? Considering that most people find it quite hard to sell their own house, engaging an estate agent to do it for them, it is understandable that buying and selling a business is a transaction fraught with difficulties.
DOCUMENT
