Open Access

Esmir Demaj, Vilma Manjani

• The objective of this study is to analyse how certain variables in the online market affect the decision-making trajectory and actions toward reducing the information asymmetry faced in online purchasing. A survey and observation are conducted in order to understand the behavior and perceptions of online buyers toward the information given in online platforms. Descriptive and correlation analysis have been employed in order to evaluate the data collected and test the correlation between variables of the research model. It results that most participants take for granted the fact that sellers have more information than them when entering into a transaction agreement and this makes them feel inferior towards the superior power sellers possess in such interactions. This makes the traditional markets more preferred for them, however multiple sources such as reviews and ratings result as an alternative way of reducing the perceived information asymmetry.
• Namen te študije je analizirati, kako določene spremenljivke na spletnem trgu vplivajo na usmeritev odločanja in ukrepe za zmanjšanje asimetrije informacij pri nakupovanju prek spleta. Raziskava in opazovanje sta bili izvedeni, da bi razumeli vedenje spletnih kupcev in njihovo dojemanje informacij, ki so podane na spletnih platformah. Za oceno zbranih podatkov in testiranje povezanosti med spremenljivkami raziskovalnega modela smo uporabili opisno in korelacijsko analizo. Posledica tega je, da večina udeležencev kot samoumevno upošteva dejstvo, da imajo prodajalci več informacij od njih, ko sklenejo transakcijsko pogodbo, zaradi česar se počutijo manjvredno od moči prodajalcev, ki jih ti imajo v takih interakcijah. Zaradi tega so tradicionalni trgi zanje bolj prednostni, vendar več virov, kot so pregledi in ocene, predstavlja alternativni način zmanjšanja asimetrije zaznanih informacij.