Kajian Kritis Kontribusi Signaling Theory di Area Penelitian Online Commerce

Endang Hariningsih, Mugi Harsono


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.


kajian kritis, Signaling Theory, signal, asimetri informasi

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


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