Kajian Kritis Kontribusi Signaling Theory di Area Penelitian Online Commerce

Endang Hariningsih, Mugi Harsono

Abstract


Tujuan paper ini memberikan tinjauan kritis dari Signaling Theory dengan konsep-konsep utamanya, serta mengulas penggunaannya dalam penelitian online commerce. Tinjauan kritis dilakukan dengan melakukan review penelitian yang menggunakan Signaling Theory sebagai basis teorinya. Signaling Theory berguna untuk menggambarkan perilaku ketika dua pihak (individu atau organisasi) memiliki akses ke informasi yang berbeda, sehingga bisa memunculkan asimetri inforamsi. Dengan demikian, Signaling Theory memegang posisi yang menonjol dalam berbagai literatur Manajemen. Dalam konteks penelitian online commerce, Sigaling Theory diwujudkan dalam berbagai signal yang dapat ditangkap dari informasi yang ditampilkan dalam website dengan beragam bentuk lainnya. Oleh karena itu, tinjauan kritis dalam paper ini dapat berkontribusi bagi para peneliti di bidang pemasaran agar dapat mengembangkan penggunaan Signaling Theory khususnya online commerce untuk menggali peluang gap penelitian yang akan datang untuk menggali beragam signal lain yang belum terungkap dan mengembangkan penelitian masa depan yang lebih variatif.


Keywords


kajian kritis, Signaling Theory, signal, asimetri informasi

Full Text:

PDF

References


Aiken, K. D., & Boush, D. M. (2006). Trustmarks, objective-source ratings, and implied investments in advertising: Investigating online trust and the context-specific nature of internet signals. Journal of the Academy of Marketing Science, 34(3), 308–323. https://doi.org/10.1177/0092070304271004

Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S. (1997). Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing, 61(3), 38–53. https://doi.org/10.2307/1251788

Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science: Official Publication of the Academy of Marketing Science, 22(4), 328–339. https://doi.org/10.1177/0092070394224002

Benartzi, Shlomo, Michaely Rony, and Thaler, R. (1997). Do Changes in Dividends Signal the Future or the Past? CFA Digest, 28(1), 45–47. https://doi.org/10.2469/dig.v28.n1.219

Bentley, T., Chan, T. Y., & Park, Y. (2015). Testing the Signaling Theory of Advertising : Evidence from Search Advertisements. (January).

Bird, R. B., & Smith, E. A. (2005). Signaling Theory, strategic interaction, and symbolic capital. Current Anthropology, 46(2), 221–248. https://doi.org/10.1086/427115

Biswas, D., & Biswas, A. (2004). The diagnostic role of signals in the context of perceived risks in online shopping: Do signals matter more on the web? Journal of Interactive Marketing, 18(3), 30–45. https://doi.org/10.1002/dir.20010

Bloom, P. N., & Reve, T. (1990). Transmitting signals to consumers for competitive advantage. Business Horizons, 33(4), 58–66. https://doi.org/10.1016/0007-6813(90)90059-K

Bolton, G., Loebbecke, C., & Ockenfels, A. (2008). Does competition promote trust and trustworthiness in Online trading? An experimental study. Journal of Management Information Systems, 25(2), 145–169. https://doi.org/10.2753/MIS0742-1222250207

Boulding, W., & Kirmani, A. (1993). A Consumer-Side Experimental Examination of Signaling Theory: Do Consumers Perceive Warranties as Signals of Quality? Journal of Consumer Research, 20(1), 111. https://doi.org/10.1086/209337

Bu, O. B., & Go, A. S. (2008). Perceived trustworthiness of online shops. Journal of Consumer Behaviour, 50(October), 35–50. https://doi.org/10.1002/cb

Calvo Dopico, D., Mendes, R., Silva, H. A., Verrez-Bagnis, V., Pérez-Martín, R., & Sotelo, C. G. (2016). Evaluation, signaling and willingness to pay for treaceability. A cross-national comparison. Spanish Journal of Marketing - ESIC, 20(2), 93–103. https://doi.org/10.1016/j.sjme.2016.07.001

Casado-Aranda, L. A., Dimoka, A., & Sánchez-Fernández, J. (2019). Consumer Processing of Online Trust Signals: A Neuroimaging Study. Journal of Interactive Marketing, 47, 159–180. https://doi.org/10.1016/j.intmar.2019.02.006

Certo, S. T. (2003). Influencing initial public offering investors with prestige: Signaling with board structures. Academy of Management Review, 28(3), 432–446. https://doi.org/10.5465/AMR.2003.10196754

Chang Lee, K., Gurrea, R., Orús, C., & Flavián, C. (2013). The role of symbols signalling the product status on online users’ information processing. Online Information Review, 37(1), 8–27. https://doi.org/10.1108/14684521311311603

Chu, W., Choi, B., & Song, M. R. (2005). The role of on-line retailer brand and infomediary reputation in increasing consumer purchase intention. International Journal of Electronic Commerce, 9(3), 115–127. https://doi.org/10.1080/10864415.2005.11044336

Chu, W., & Chu, W. (1994). Signaling Quality by Selling Through a Reputable Retailer: An Example of Renting the Reputation of Another Agent. Marketing Science, 13(2), 177–189. https://doi.org/10.1287/mksc.13.2.177

Connelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling Theory: A review and assessment. Journal of Management, 37(1), 39–67. https://doi.org/10.1177/0149206310388419

Connelly, B. L., Ketchen, D. J., & Slater, S. F. (2011). Toward a “theoretical toolbox” for sustainability research in marketing. Journal of the Academy of Marketing Science, 39(1), 86–100. https://doi.org/10.1007/s11747-010-0199-0

Darby, M. R., & Karni, E. (1973). Free Competition and the Optimal Amount of Fraud. The Journal of Law and Economics, 16(1), 67–88. https://doi.org/10.1086/466756

Dawar, N., & Parker, P. (1994). Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality. Journal of Marketing, 58(2), 81. https://doi.org/10.2307/1252271

Durcikova, A., & Gray, P. (2008). How knowledge validation processes affect knowledge contribution. Journal of Management Information Systems, 25(4), 81–107. https://doi.org/10.2753/MIS0742-1222250403

Eisend, M., & Berlin, F. U. (1953). Is it Still Worth to be Credible ? A Meta-Analysis of Temporal Patterns of Source Credibility Effects in Marketing. Advances in Consumer Research, 31, 352–357.

Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157. https://doi.org/10.1207/s15327663jcp0702_02

Erevelles, S., Roy, A., & Yip, L. S. C. (2001). The universality of the signal Theory for products and services. Journal of Business Research, 52(2), 175–187. https://doi.org/10.1016/S0148-2963(99)00069-7

Fletcher-Brown, J., Pereira, V., & Nyadzayo, M. W. (2018). Health marketing in an emerging market: The critical role of signaling Theory in breast cancer awareness. Journal of Business Research, 86(June 2017), 416–434. https://doi.org/10.1016/j.jbusres.2017.05.031

Gregg, D. G., & Scott, J. E. (2006). The role of reputation systems in reducing on-line auction fraud. International Journal of Electronic Commerce, 10(3), 95–120. https://doi.org/10.2753/JEC1086-4415100304

Gregg, D. G., & Walczak, S. (2008). Dressing your online auction business for success: An experiment comparing two ebay businesses. MIS Quarterly: Management Information Systems, 32(3), 653–670. https://doi.org/10.2307/25148860

Gregg, D. G., & Walczak, S. (2010). The relationship between website quality, trust and price premiums at online auctions. Electronic Commerce Research, 10(1), 1–25. https://doi.org/10.1007/s10660-010-9044-2

Gwee, Y.-T., Hui, K.-L., & Chau, P. (2002). Determinants of Brand Equity in E-Businesses: An Exploratory Study. International Conference on Information Systems, 617–627. Retrieved from http://aisel.aisnet.org/icis2002%0Ahttp://aisel.aisnet.org/icis2002/57

Hill, S. R., Troshani, I., & Chandrasekar, D. (2017). Signalling Effects of Vlogger Popularity on Online Consumers. Journal of Computer Information Systems, 00(00), 1–9. https://doi.org/10.1080/08874417.2017.1400929

Ho, B. C. T., & Oh, K. B. (2009). An empirical study of the use of e-security seals in e-commerce. Online Information Review, 33(4), 655–671. https://doi.org/10.1108/14684520910985666

Hou, J. (2007). Sellers’ quality claims in online auctions: Evidence from eBay. International Journal of Electronic Marketing and Retailing, 1(4), 355–369. https://doi.org/10.1504/IJEMR.2007.014849

Hoxmeier, J. A. (2000). Software preannouncements and their impact on customers’ perceptions and vendor reputation. Journal of Management Information Systems, 17(1), 115–139. https://doi.org/10.1080/07421222.2000.11045635

Karasek, R., & Bryant, P. (2012). Signaling Theory: Past, present, and future. Academy of Strategic Management Journal, 11(1), 91–100.

Kim, H.-W., Xu, Y., & Koh, J. (2004). A Comparison of Online Trust Building Factors between Potential Customers and Repeat Customers. Journal of the Association for Information Systems, 5(10), 392–420. https://doi.org/10.17705/1jais.00056

Kim, S., & Choi, S. M. (2012). Credibility cues in online shopping: An examination of corporate credibility, retailer reputation, and product review credibility. International Journal of Internet Marketing and Advertising, 7(3), 217–236. https://doi.org/10.1504/IJIMA.2012.047425

Kimery, K. M., & McCord, M. (2011). Signals of Trustworthiness in E-Commerce. Journal of Electronic Commerce in Organizations, 4(4), 52–74. https://doi.org/10.4018/jeco.2006100103

Kirmani, A. (1997). Advertising repetition as a signal of quality: If it’s advertised so much, something must be wrong. Journal of Advertising, 26(3), 77–86. https://doi.org/10.1080/00913367.1997.10673530

Kirmani, A., & Rao, A. R. (2000). No pain, no gain: A critical review of the literature on signaling unobservable product quality. Journal of Marketing, 64(2), 66–79. https://doi.org/10.1509/jmkg.64.2.66.18000

Klein, L. R. (1998). Evaluating the Potential of Interactive Media through a New Lens: Search versus Experience Goods. Journal of Business Research, 41(3), 195–203. https://doi.org/10.1016/S0148-2963(97)00062-3

Lee, B. C., Ang, L., & Dubelaar, C. (2005). Lemons on the Web: A signalling approach to the problem of trust in Internet commerce. Journal of Economic Psychology, 26(5), 607–623. https://doi.org/10.1016/j.joep.2005.01.001

Leischnig, A., & Enke, M. (2011). Brand stability as a signaling phenomenon - An empirical investigation in industrial markets. Industrial Marketing Management, 40(7), 1116–1122. https://doi.org/10.1016/j.indmarman.2011.09.001

Liu, X., & Hu, M. Y. (2011). Umbrella brand price premiums: Effects of compatibility, similarity, and portfolio size. Journal of Product and Brand Management, 20(1), 58–64. https://doi.org/10.1108/10610421111108021

Ma, Z., Sheng, O. R. L., Pant, G., & Iriberri, A. (2012). Can visible cues in search results indicate vendors’ reliability? Decision Support Systems, 52(3), 768–775. https://doi.org/10.1016/j.dss.2011.12.002

Mavlanova, T., Benbunan-Fich, R., & Koufaris, M. (2012). Signaling Theory and information asymmetry in online commerce. Information and Management, 49(5), 240–247. https://doi.org/10.1016/j.im.2012.05.004

Nelson, P. (1970). Information and Consumer Behavior. Journal of Political Economy, 78(2), 311–329. https://doi.org/10.1086/259630

Pavlou, Liang, & X. (2007). Understanding and Mitigating Understanding Online Exchange Relationships : Agent Perspective1 A Principal. MIS Quarterly, 31(1), 105–136.

Rao, A. R., Qu, L., & Ruekert, R. W. (1999). Signaling unobservable product quality through a brand ally. Journal of Marketing Research, 36(2), 258–268. https://doi.org/10.2307/3152097

Rao, S., Lee, K. B., Connelly, B., & Iyengar, D. (2018). Return Time Leniency in Online Retail: A Signaling Theory Perspective on Buying Outcomes. Decision Sciences, 49(2), 275–305. https://doi.org/10.1111/deci.12275

Rekik, R., Kallel, I., Casillas, J., & Alimi, A. M. (2018). Assessing web sites quality: A systematic literature review by text and association rules mining. International Journal of Information Management, 38(1), 201–216. https://doi.org/10.1016/j.ijinfomgt.2017.06.007

Reuber and Fischer. (2009). Signalling Reputation in International Online Markets. Strategic Entrepreneurship Journal, 3, 369–386. https://doi.org/10.1002/sej

Riley, J. G. (2001). Silver signals: Twenty-five years of screening and signaling. Journal of Economic Literature, 39(2), 432–478. https://doi.org/10.1257/jel.39.2.432

Robbins, E. H., & Schatzberg, J. D. (1986). Callable Bonds: A Risk-Reducing Signalling Mechanism. The Journal of Finance, 41(4), 935. https://doi.org/10.2307/2328238

Schöndienst, V., Kulzer, F., & Günther, O. (2012). Like versus dislike: How Facebook’s like-button influences people’s perception of product and service quality. International Conference on Information Systems, ICIS 2012, 1, 439–454.

Smith, M. J., & Harper, D. G. C. (1995). Animal signals: Models and terminology. Journal of Theoretical Biology, 177(3), 305–311. https://doi.org/10.1006/jtbi.1995.0248

Spence, M. (1973). Job Market Signaling. In Uncertainty in Economics (Vol. 87). https://doi.org/10.1016/b978-0-12-214850-7.50025-5

Spence, M. (2002). Signaling in retrospect and the informational structure of markets. American Economic Review, 92(3), 434–459. https://doi.org/10.1257/00028280260136200

Stiglitz, J. E. (2000). The contributions of the economics of information to twentieth century economics. Quarterly Journal of Economics, 115(4), 1441–1478. https://doi.org/10.1162/003355300555015

Stiglitz, J. E. (2002). Information and the Change in the Paradigm in Economics. New Frontiers in Economics, 27–67. https://doi.org/10.1017/CBO9780511754357.004

Su, B. C. (2007). Consumer e-tailer choice strategies at on-line shopping comparison sites. International Journal of Electronic Commerce, 11(3), 135–159. https://doi.org/10.2753/JEC1086-4415110305

Taj, S. A. (2016). Application of signaling Theory in management research: Addressing major gaps in Theory. European Management Journal, 34(4), 338–348. https://doi.org/10.1016/j.emj.2016.02.001

Turban, D. B., & Greening, D. W. (1997). Corporate Social Performance And Organizational Attractiveness To Prospective Employees. Academy of Management Journal, 40(3), 658–672. https://doi.org/10.5465/257057

Venkatesan, R., Mehta, K., & Bapna, R. (2006). Understanding the confluence of retailer characteristics, market characteristics and online pricing strategies. Decision Support Systems, 42(3), 1759–1775. https://doi.org/10.1016/j.dss.2006.03.012

Wang, S., Beatty, S. E., & Foxx, W. (2004). Signaling the trustworthiness of small online retailers. Journal of Interactive Marketing, 18(1), 53–69. https://doi.org/10.1002/dir.10071

Wells, J. D., Valacich, J. S., & Hess, T. J. (2011). What signal are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS Quarterly: Management Information Systems, 35(2), 373–396. https://doi.org/10.2307/23044048

Yen, H. J. R. (2006). Risk-reducing signals for new online retailers: A study of single and multiple signalling effects. International Journal of Internet Marketing and Advertising, 3(4), 299–317. https://doi.org/10.1504/IJIMA.2006.012685

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Qualitye. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446

Zhang, Z., Wen, J., Wang, X., & Zhao, C. (2018). A novel crowd evaluation method for security and trustworthiness of online social networks platforms based on Signaling Theory. Journal of Computational Science, 26, 468–477. https://doi.org/10.1016/j.jocs.2017.05.018




DOI: http://dx.doi.org/10.24014/ekl.v2i2.8700

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Eklektik : Jurnal Pendidikan Ekonomi dan Kewirausahaan



Diindeksasi Oleh :

         

Alamat Redaksi :

Prodi Pendidikan Ekonomi, Fakultas Tarbiyah dan Keguruan, Universitas Islam Negeri Sultan Syarif Kasim Riau.

Jl. H.R. Soebrantas Km. 15 No. 155 Kelurahan Simpang Baru Kecamatan Tampan Pekanbaru 28293 Riau, Indonesia.

Email: eklektik.pe@uin-suska.ac.id

Link Journal : http://ejournal.uin-suska.ac.id/index.php/EKLEKTIK

View My Stats