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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50200 - Economics and Business

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

JOURNAL OF ECONOMIC BEHAVIOR & ORGANIZATION

ISSN

0167-2681

e-ISSN

1879-1751

Svazek periodika

206

Číslo periodika v rámci svazku

February

Stát vydavatele periodika

NL - Nizozemsko

Počet stran výsledku

11

Strana od-do

251-261

Kód UT WoS článku

000912996900001

EID výsledku v databázi Scopus

2-s2.0-85145339208