The research findings have practical implications for online marketplaces and online sellers.
For online markets of expensive products, risk relief services are necessary and important to lower the buyers’ risk perception.
The risk relief services like OES and warranty should be integrated into the online markets.
Maintaining a good online reputation score is very important for sellers, because generally in Buy-it-now auctions online buyers would trade with sellers with good reputation to avoid risk.
The online markets should take means to retain traders that have good reputation scores.
For sellers that just entered online business and have not accumulated reputation