Journal of Convergence for Information Technology (융합정보논문지)

Convergence Society for SMB (중소기업융합학회)
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The Role of Information Search Cost on Seller's Disclosure of Negative Information

정보 검색 비용이 판매자의 부정적 정보 공개에 미치는 영향에 대한 연구

  • Huh, Seung (College of Business Administration, Incheon National University)
  • 허승 (인천대학교 경영학부)
  • Received : 2021.03.18
  • Accepted : 2021.04.20
  • Published : 2021.04.28
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Abstract

This study has attempted to provide an important understanding about the information asymmetry in markets through empirical analysis on how the disclosure of low quality can increase demand even in the short run. More specifically, this study has extended the previous findings from the related literature by considering the effect of information search cost and providing empirical evidences about the effect of voluntary disclosure of low quality, using an experimental method with purchase scenarios. The results from our analysis show that reduced perceived risk have an important effect on sharing negative information, while the effect of information search cost is minimal. We also explain the circumstances whereby the information disclosure of a seller with low-quality product can enhance not only the seller's profitability but also customers' welfare by increasing the market demand and the demand for the seller claiming high quality.

본 논문은 부정적 정보의 공개가 어떻게 단기간에 판매자의 수요를 증대시킬 수 있는지에 대한 경험적 분석을 통해 시장의 정보 불균형에 대한 중요한 이해를 제공하고자 한다. 이를 위해 본 연구는 기존의 관련 연구 결과에 더하여 정보 검색 비용이 부정적 정보 공개에 미치는 영향을 예측하고, 이러한 해석에 대하여 가상의 시장 거래를 통한 실험적 분석을 실시한다. 본 연구의 결과는 구매 위험도가 부정적 정보 검색에 중요한 역할을 하고 있는 반면 정보 검색 비용의 효과는 크지 않음을 나타내며, 특히 실험의 결과는 저품질의 제품을 판매하는 판매자가 어떻게 정보 공개를 통해 자신의 수익성 뿐 아니라 시장과 경쟁 제품의 수요를 증대시켜서 소비자 효용을 증대시킬 수 있는지를 보여준다.

Keywords

References

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