Business-to-customer (B2C) online auctions differ from customer-to-customer (C2C) online auctions by having much less sellers who have established their reputations. Thus, B2C online auctions face much lower levels of information asymmetry and relies more on seller's signaling and buyers'...

In economic approaches it is often argued that reputation considerations influence the behavior of individuals or firms and that reputation influences the outcome of markets. Empirical evidence is rare though. In this contribution we argue that a positive reputation of sellers should have an...