Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/143467
Title: Reputation cues as signals in the sharing economy
Authors: Rosenthal, Sonny
Tan, Colette Jean Yi
Poh, Ting Fang
Keywords: Social sciences::Economic theory
Issue Date: 2020
Source: Rosenthal, S., Tan, C. J. Y., & Poh, T. F. (2020). Reputation Cues as Signals in the Sharing Economy. Social Sciences, 9(4), 49-. doi:10.3390/socsci9040049
Journal: Social Sciences
Abstract: Reputation cues, like star ratings, signal qualities of service providers in the sharing economy and may affect user behavior. Guided by concepts from signaling theory and using a repeated measures experiment (N = 221), this study manipulated the level of star ratings of ride sharing drivers. Intuitive findings are perceived service quality and willingness to use the service provider are higher when the star rating is high versus low. Extending prior work, perceived service quality mediates the effect of reputation on willingness, explaining 83% of the total effect. Also, the direct effect of reputation cues on perceived service quality depends, albeit weakly (η2p = 0.02), on how much users say they pay attention to them. These novel findings clarify the kinds of mental processing that occur when users of shared services evaluate reputation cues. We discuss findings in terms of costly signaling and consider practical implications for users and providers.
URI: https://hdl.handle.net/10356/143467
ISSN: 2076-0760
DOI: 10.3390/socsci9040049
Schools: Wee Kim Wee School of Communication and Information 
Rights: © 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Journal Articles

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