标题:Buyer-Side Institution-Based Trust-Building Mechanisms: A 3S Framework with Evidence from Online Labor Markets
作者:Hong, Zhijuan; Zhu, Hui; Dong, Kunxiang
作者机构:[Hong, Zhijuan; Dong, Kunxiang] Shandong Univ Finance & Econ, Sch Management Sci & Engn, 7366 East Erhuan Rd, Jinan 250014, Shandong, Peoples R China. 更多
通讯作者:Hong, ZJ
通讯作者地址:[Hong, ZJ]Shandong Univ Finance & Econ, Sch Management Sci & Engn, 7366 East Erhuan Rd, Jinan 250014, Shandong, Peoples R China.
来源:INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE
出版年:2020
卷:24
期:1
页码:14-52
DOI:10.1080/10864415.2019.1683703
关键词:Bidding behavior; bidding strategy; freelancer participation;; institution-based mechanisms; online labor markets; trust-building; mechanisms
摘要:Buyer-side, institution-based trust-building mechanisms, which usually appear in the form of guarantee-required schemes, are prevalently provided by the online labor marketplace for buyers to voluntarily adopt. We integrate signaling theory and organization theories of organizational slack and contractual incompleteness to propose a 3S (screening, signaling, and slack) effect framework to explain how the adoption of buyer-side trust-building mechanisms (i.e., guarantee-required schemes) affects freelancers' participation and bidding behavior. Based on a data set from one of the leading online labor markets in China, this study finds that guarantee-required tasks attract fewer but higher-quality freelancers. Furthermore, freelancers bid shorter durations but less-detailed proposals in guarantee-required tasks. This research also examines and finds support for the moderating role of task complexity in weakening screening and slack effects. Our research complements literature on trust-building mechanisms and online labor markets by providing a new framework (i.e., 3S effect framework) and empirical evidence with large-scale observational real-life data. Our study suggests that buyers should take both the advantages (e.g., bidders with higher-quality features, bids with shorter bidding durations) and disadvantages (e.g., fewer bids, bids with less-detailed proposals) into consideration and make appropriate trade-offs when making decisions on the adoption of buyer-side trust-building mechanisms.
收录类别:SCOPUS;SCIE;SSCI
资源类型:期刊论文
原文链接:https://www.scopus.com/inward/record.uri?eid=2-s2.0-85077193208&doi=10.1080%2f10864415.2019.1683703&partnerID=40&md5=3425e7df17422367a5f10d6ec842a0a1
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