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


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