NEW PUBLICATION - How can labels affect trust on online shopping websites

(22-12-2017)

In two new studies, Shubin Yu, Liselot Hudders and Veroline Cauberghe examine how the use of labels can affect consumers' shopping behavior in online shopping sites. In a paper, published in Journal of Business Research, they investigate the effectiveness of popularity cues in online fashion retail. The results of two experimental studies show that a popularity label has a positive effect on brand attitude for products with a high price, by increasing the perceived product quality. In contrast, the popularity label has a negative impact on brand attitude for products with a low price due to lower perceived quality. The paper published in Journal of Electronic Commerce Research shows that suggests that retailers can diminish the perceived risk by adding a quality label to a luxury product.

Read more about the effects of popularity labels

Read more about the effects of quality labels