Avoiding Imprudent Commitments to Fast Dispatch: The Influence of Platform-Issued Quick-Seller Certificates on Postpurchase Behavior

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This study investigates the impact of platform-issued "quick-seller" certificates (indicating sellers with faster dispatch than others) on buyers' postpurchase behavior. Drawing upon the theoretical lens of psychological contract violation (PCV), we hypothesize the effects of quick-seller certificates on order cancelations, as well as the subsequent impacts of cancelations associated with the quick-seller certificates on buyers' future purchase frequency and search behavior. Using a comprehensive transaction dataset, the study reveals that quick-seller certificates increase the likelihood of cancelation of an order. Furthermore, we also find that an order cancelation from a certified quick seller results in decreased purchase frequency and a higher incidence of product comparisons through search engines.
Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Issue Date
2024-07
Language
English
Article Type
Article
Citation

INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE, v.28, no.3, pp.358 - 380

ISSN
1086-4415
DOI
10.1080/10864415.2024.2361399
URI
http://hdl.handle.net/10203/319968
Appears in Collection
MT-Journal Papers(저널논문)
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