Due to uncertainties regarding quality in terms of both product and seller, information asymmetry is a significant problem for consumers in the online marketplace. Online sellers are keen to improve their sales by highlighting quality signals such as price, reputation, and e-WOM. In traditional...

This research examines the role of online anonymity in shaping herding behavior in peer-to-peer (P2P) lending markets. Drawing on theories from social psychology literature, we argue that a lender forms different credibility perceptions toward preceding peers per their anonymity status, and then...