01948nam a2200217Ia 4500 20260803094231.0 251212s9999 xx 000 0 und d Strategic information transmission in peer-to-peer lending markets / Fabio Caldieraro, Jonathan Z. Zhang, Marcus Cunha Jr., & Jeffrey D. Shulman. Journal of Marketing 82 2 3/1/2018 42-63 Article English : , asymmetric information ; consumer-to-consumer interactions ; consumer financial decision making ; electronic commerce ; P2P platforms Peer-to-peer (P2P) marketplaces, such as Uber, Airbnb, and Lending Club, have experienced massive growth in recent years. They now constitute a significant portion of the world`s economy and provide opporunities for people to transact directly with one another. However, such growth also challenges participants to cope with information asymmetry about the quality of the offerings in the marketplace. By conducting an analysis of a P2P lending market, the authors propse and test a theory in which countersignaling provides a mechanism to attenuate information asymmetry about financial products (loans) offered on the platform. Data from a P2P lending website reveal significant, nonmonotonic relationships among the transmission of nonverifiable information, loan funding, and expost loan quality, consistent with the proposed theory. The results provide insights for platform owners who seek to manage the level of information asymmetry in their P2P environments to create more balanced marketplaces, as well as for P2P participants interested in improving their ability to process information about the goods and services they seek to transact online. lcc pr jpascua 2020-11-10 11:45:43 jpascua 2020-11-10 11:45:43 0 0 0 1 0 0 0 0 0 11613 11511 11511