Avoiding Imprudent Commitments to Fast Dispatch: The Influence of Platform-Issued Quick-Seller Certificates on Postpurchase Behavior
研究了平台颁发的“快速卖家”证书如何影响买家的购买后行为，发现该证书会增加订单取消概率，且取消订单会降低未来购买频率并增加产品搜索比较行为。
This study investigates the impact of platform-issued “quick-seller” certificates (indicating sellers with faster dispatch than others) on buyers’ postpurchase behavior. Drawing upon the theoretical lens of psychological contract violation (PCV), we hypothesize the effects of quick-seller certificates on order cancelations, as well as the subsequent impacts of cancelations associated with the quick-seller certificates on buyers’ future purchase frequency and search behavior. Using a comprehensive transaction dataset, the study reveals that quick-seller certificates increase the likelihood of cancelation of an order. Furthermore, we also find that an order cancelation from a certified quick seller results in decreased purchase frequency and a higher incidence of product comparisons through search engines.