How Do Assurance Mechanisms Interact in Online Marketplaces? A Signaling Perspective.

Although multiple assurance mechanisms (e.g., third-party certification, web assurance seals, and reputation systems) are commonly used in online marketplaces to ameliorate transaction risks, there is little understanding about how different assurance mechanisms may be combined, and under what conditions these serve as substitutes or complements. From a signaling perspective, this study examines h...