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 BIN
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