On the Internet you can be anyone: An experiment on strategic avatar choice in online marketplaces

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F23%3A00129899" target="_blank" >RIV/00216224:14560/23:00129899 - isvavai.cz</a>
Result on the web
<a href="https://www.sciencedirect.com/science/article/pii/S0167268122004437" target="_blank" >https://www.sciencedirect.com/science/article/pii/S0167268122004437</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1016/j.jebo.2022.11.033" target="_blank" >10.1016/j.jebo.2022.11.033</a>

Result language
angličtina
Original language name
On the Internet you can be anyone: An experiment on strategic avatar choice in online marketplaces
Original language description
In order to decrease social distance and increase trust on their platforms, many online marketplaces allow traders to be represented by profile pictures or avatars. In a laboratory experiment, we investigate whether the presence of seller avatars affects trading behavior in a market. We contrast markets without avatars with markets where avatars truthfully represent traders and markets where avatars can be freely changed at any time and may thus be chosen strategically. At the aggregate level, we find that the presence of truthful avatars increases the trustworthiness of sellers, but that this effect is undone when avatars can be chosen strategically. We do not detect aggregate effects on buyers' trusting choices. Female avatars are more trusted, and correspondingly in the treatment with free avatar choice men are more likely to represent themselves with a female avatar than vice versa.
Czech name
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Czech description
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Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50200 - Economics and Business

Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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