• Information Systems Review
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• v.25 no.2
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• pp.103-123
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• 2023

One of the valid perspectives in the e-commerce platform literature is the seller signaling strategy in the information asymmetry situation. In this study, a research model was constructed based on signaling theory and shopping goal theory to systematically explore the effects of a seller's signaling strategy on consumer decision-making. Specifically, the study examined whether the signaling effects (i.e., reputation, electronic word-of-mouth, price) provided by the seller differed based on consumers' shopping goals. For the empirical analysis, the Gaussian Copula method was employed, utilizing 26,246 data collected from Amazon, a leading e-commerce platform. The analysis revealed that the signals provided by the seller positively impacted sales, and this effect was moderated by consumers' shopping goals. Drawing on shopping goal theory, this study contributes to signaling theory and e-commerce literature by discovering differences in the effectiveness of a seller's signaling strategy based on the keywords input by consumers.

• The Journal of Information Systems
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• v.26 no.1
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• pp.21-51
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• 2017

Recently there have been an increasing number of companies suffering a negative brand image in the major media. Thompson et al. (2006) defined this as "$Doppelg{\ddot{a}}nger$ Brand Image." The images mentioned above have been created and propagated on Internet communities, which are one of the major paths of online spreading. This study will empirically analyze the effect of each $Doppelg{\ddot{a}}nger$ brand image on the customer's brand attitude, using a text-mining method focusing on "A company"'s case. This study will also cover the change in customer brand attitudes related to the company's correspondence in a situation in which the $Doppelg{\ddot{a}}nger$ brand image exists. In addition, the study will determine the presence of a priming effect after the spread of the $Doppelg{\ddot{a}}nger$ brand image. To that end, we collected 974 comments from 94,889 posts and A's official blogs related to A from B community, the largest automobile community site in Korea. Through this investigation, we obtained the following results. First, there was a significant difference in the ratio of negative sentiment of internet community before and after $Doppelg{\ddot{a}}nger$ brand image. Second, with regard to the topic modeling, the ratio of articles including negative topics increased and the other article ratio decreased over time. Finally, we found that there is a priming effect about negative brand image of "A company."