Abstract:
In this research, the attribution process of product failures in online platforms is investigated. In an online platform context, as in any other context, failures are inevitable. The attribution process of product failures in this context remains underexplored. Therefore, this research aims to gain insight into the attribution process of product failures in online platforms by examining how the effect of platform and manufacturer reputation on customer satisfaction with the platform is mediated by platform locus and platform controllability. To gain insight in this process, an online survey was conducted amongst Dutch respondents. In this survey, a 2 x 2 between-subject design was used. Platform and manufacturer reputation were manipulated. First, an introductory text was shown to respondents, respondents subsequently filled in the questionnaire, including questions about the key constructs. After that, the data was analyzed using the PROCESS 3.5 tool. The results find support for the mediating effect of platform controllability. The relationship between platform reputation and customer satisfaction with the platform is mediated by platform controllability. Furthermore, results show that platform reputation positively affects manufacturer reputation. Results show that manufacturer reputation has no significant effect on any of the constructs.
