When Nobody Knows Your Name: Country-of-Origin as a Reputational Signal for Online Businesses

Businesses competing online frequently face crowded markets where customers have low familiarity with most firms. In such markets, does a firm's country-of-origin constitute a reputational signal that will influence customers? We examine the question in the context of consumers making online product trial decisions on the web site null null null null null null null null null null null null null null null null null null Download.com null null...