Product labels are one way for advertisers to provide information to purchasers on product quality (Atkinson & Rosenthal, 2014). Label policies have been issued to promote information disclosure on food products in some developed countries. Recent years have also seen increasing attempts to promote healthy eating in emerging markets. In China, nutrition labels became mandatory under the nutrition labeling acts. The laws require nutrition information to be presented at the point of purchase as well as in establishments where food is prepared or consumed. Additionally, similar actions were taken by India (India Ministry of Health and Family Welfare, 2011), Mercosur members and in South Africa (Brazilian Ministry of Health, 2012; Institute of Food Technologists [IFT], 2011).

Introduction In order to solve the information asymmetry and make full use of resources (unused goods, spare capacity and so on), the sharing economy, which based on the application of mobile internet technology and focused on the consumption of the right to use, is developing rapidly. Lack of trust is considered to be one of the important problems hindering the development of sharing economy. Möhlmann (2015) said that trust is a fundamental determinant of sharing economy development and ensuring shared satisfaction. At present, sharing economy enterprises have established product evaluation system and docked a third party credit rating system (i.e. Zhima Credit) to promote consumers’ trust. However, with most enterprises are becoming more and more consistent in evaluation and credit rating system, there is a new problem emerged: how to further deepen consumers’ trust in order to promote consumers’ intention to participate continuously (Zucker, 1986; Lewis & Weigert, 1985). Granovetter (1985) mentioned that trust is the product of social relationships. Botsman and Rogers (2011) made it clear that social networks play an important role in building trust in sharing economy. And people are always more willing to accept the opinions of people who have social relations with them (Lu, Zhao, & Wang, 2010). Hence, with the feature of participant of everyone in sharing economy, it is necessary to further strengthen consumers’ trust through the social interaction among consumers and between consumers and sharing platforms. Theoretical Development Sharing economy is based on LBS and other new technologies to realize the matching of supply and demand information across time and space. And to a certain extent, it solves the problem of information asymmetry in the era of e-commerce. Yet consumer have new requirements for product information. For example, consumers are more concerned about whether the utility of products and services can meet their needs (i.e. some consumers are more concerned about when to reach their destination than the performance of the car). But it is difficult for company to understand each everyone of consumers’ utility preference and publish product utility information based on these preferences (Xie & Gerstner, 2007). Because this kind of utility preference has the characteristic of timeliness and personalization. Therefore, consumers’ perceived uncertainty about the utility of the product will also affect the consumers’ trust. In summary, we then address these research questions:(1) can the promotion of trust between consumers and sharing platforms be achieved through the socializing of sharing platforms and then affect consumers’ intention to participate continuously; (2) if so, which type of privacy protection method and social information can promote consumer trust; and (3) does the impact of sharing platform socialization on consumer trust vary according to consumers’ concerns about the perceived utility uncertainty of the product. Research Design We then address these issues using experiment data. The first experiment was a 2 (social media: have, not have) x 2 (individual trust propensity: trust, not trust) between-subject design on the intention to trust sharing platform and participant continuously. Perceived utility uncertainty was added to this design as a moderator. Moreover, the second experiment was a 2 (social information type: hedonic, utilitarian) x 2 (degree of privacy protection: week, strong) between-subject design on the intention to trust sharing platform. Our scales come from existing scales and optimize it according to the characteristics of sharing economy (Schneider, 1999; Dhar & Wertenbroch, 2000; McKnight, Choudhury, & Kacmar, 2002). Results and Conclusion The results of the first experiment show that whether or not the social platform has no significant impact on the consumer trust if the individual tends to trust others. And for individuals who tends to do not trust others, they are more likely to trust socialized sharing platforms. The higher the consumer perceived utility uncertainty is, the higher (lower) trust of the consumer platform in the socialized (not socialized) sharing platform. For the second experiment results, in the context of sharing economy, the utilitarian information has a greater positive impact on the consumer trust than the hedonic information. In addition, the stronger the privacy protection of sharing platforms, the higher the trust of consumes. This study makes several academic contributions. First, we extend the topic of socialization to sharing economy context. Second, we add the perceived utility uncertainty as a moderator, and supplement the role of perceived uncertainty. This research also provides several practical implications. First, sharing platform can promote their consumers’ trust by establishing their own social platform. This platform can be used as a differentiated competitive strategy for sharing platform. Second, sharing platform should guide consumers to share utilitarian information (i.e. weather for specific place or real time traffic) to improve consumer satisfaction. Third, sharing platform can access consumer preference information through this social platform for further product development and classification.

Introduction In the modern society, online shopping has been expanding and become part of people's lives. With the development of online shopping, people's online shopping awareness have increased. In the purchase process, people focus on the information, especially online evaluation. Online shopping population is becoming more aware of the negative online evaluation, businesses are more and more attention to the negative comments, but sellers lack strategies and methods to deal with negative evaluation, and the reply function offered by site are rarely used. Compared with traditional Mouth Marketing, Internet Word of Mouth Marketing(eWOM) has such characteristics as anonymity, non confrontation, wide spread and fast spread. However, it is difficult to imagine the impact of all the internet word-of-mouth information on the consumer's willingness to buy. They need to criticize and screen the information before they are used because of the large amount of information that consumers have come into contact with. Online product evaluation (abbreviated evaluation) is a kind of internet word-of-mouth. As a new means and platform for network communication, it has its own unique characteristics. With the rapid development of electronic commerce in China, the content of evaluation has become an important basis for the purchase decision of Internet consumers. In the field of marketing, Gao Xiang finds that consumers usually think that negative information is more judgmental value than positive information, so they will rely more on the negative information when buying decisions. Therefore, it is of great significance to the research of negative online evaluation. In the field of marketing, Gao Xiang found that consumers generally think that negative information is more judgmental than positive information, so they rely more on negative information for decision making in purchasing. Therefore, the research of negative online evaluation is significance. Whether the business can deal with negative evaluation effectively becomes the key to success in sales volume. Burnkrant and Consineau believes that the herd effect is the process of psychological change that people consciously and unconsciously take the opinions of the majority as the criterion to make judgments and make impressions. Group characteristics, such as scale, and the proportion of others' opinions, will affect the herd effect. The current research shows that the more people hold the same view, more people will agree with this view. In other words, the individual will be affected by the majority of the group's opinions. Businesses reply with negative evaluations in various ways as a result of the negative impact of negative reviews. It takes the C2C's largest platform, Taobao, as an example. Some seller cooperate with illegal companies to harass buyers who do not modify the review, and coerce buyers to modify the evaluation. This kind of problem has been a hot issue in society for some time. At the same time, the C2C network platform provides a function that the seller can respond to the buyer's evaluation. But few seller use it. Theoretical Development Businesses reply with negative evaluations in various ways as a result of the negative impact of negative reviews. It takes the C2C's largest platform, Taobao, as an example. Some seller cooperate with illegal companies to harass buyers who do not modify the review, and coerce buyers to modify the evaluation. This kind of problem has been a hot issue in society for some time. At the same time, the C2C network platform provides a function that the seller can respond to the buyer's evaluation. But few seller use it. This study further deepens the related research on the negative evaluation of the network. More attention has been paid to the negative evaluation itself and the analysis of its content, publisher characteristics and evaluation results. There are few studies on how to respond to negative evaluations and to use the business response function of a website. This paper studies the relationship between the response of the merchant to the negative online reviews and the customer's purchase intention and the internal influence mechanism, and deepens the previous research. At the same time, it provides some inspiration for the follow-up internet word-of-mouth research. This study also enriches the related research on consumer perceived risk. Previous studies have shown that consumers' purchase behavior and willingness to purchase will be affected by perceived risk. And communication with the seller can reduce perceived risk to a certain extent. Research Design Based on the above background, this paper make a study about the sellers’ reply of negative evaluation and potential purchasing intention. Based on the online reviews of consumer perception of risk, the basis of relevant literature consumer consumption and purchase willingness, combined with consumer behavior theory, service recovery theory, empathy theory and attribution theory, build research model in this paper. On this basis, this paper collected and analyzed the data through literature research, experimental scenarios, questionnaires and statistical analysis, and verify hypothesis based on data analysis. Results and Conclusion Through data analysis, the main conclusions are as follows: The reply to the negative comments can affect consumers' perceived risk and purchasing intention; consumers' perceived risk plays an intermediate role between the reply to the negative and purchasing intention. Product type plays a regulating role between the way of reply and consumers' perceived risk. For Search goods, external and internal attribution explanatory reply made no significant difference in affecting consumer consumers' perceived risk. Perceived risk under external attribution is lower than under the internal attribution. On the basis of research, this paper put forward online communication strategies for C2C business and help sellers do business better.

Introduction In order to solve the information asymmetry and make full use of resources (unused goods, spare capacity and so on), the sharing economy, which based on the application of mobile internet technology and focused on the consumption of the right to use, is developing rapidly. Lack of trust is considered to be one of the important problems hindering the development of sharing economy. Möhlmann (2015) said that trust is a fundamental determinant of sharing economy development and ensuring shared satisfaction. At present, sharing economy enterprises have established product evaluation system and docked a third party credit rating system (i.e. Zhima Credit) to promote consumers’ trust. However, with most enterprises are becoming more and more consistent in evaluation and credit rating system, there is a new problem emerged: how to further deepen consumers’ trust in order to promote consumers’ intention to participate continuously (Zucker, 1986; Lewis & Weigert, 1985). Granovetter (1985) mentioned that trust is the product of social relationships. Botsman and Rogers (2011) made it clear that social networks play an important role in building trust in sharing economy. And people are always more willing to accept the opinions of people who have social relations with them (Lu, Zhao, & Wang, 2010). Hence, with the feature of participant of everyone in sharing economy, it is necessary to further strengthen consumers’ trust through the social interaction among consumers and between consumers and sharing platforms. Theoretical Development Sharing economy is based on LBS and other new technologies to realize the matching of supply and demand information across time and space. And to a certain extent, it solves the problem of information asymmetry in the era of e-commerce. Yet consumer have new requirements for product information. For example, consumers are more concerned about whether the utility of products and services can meet their needs (i.e. some consumers are more concerned about when to reach their destination than the performance of the car). But it is difficult for company to understand each everyone of consumers’ utility preference and publish product utility information based on these preferences (Xie & Gerstner, 2007). Because this kind of utility preference has the characteristic of timeliness and personalization. Therefore, consumers’ perceived uncertainty about the utility of the product will also affect the consumers’ trust. In summary, we then address these research questions:(1) can the promotion of trust between consumers and sharing platforms be achieved through the socializing of sharing platforms and then affect consumers’ intention to participate continuously; (2) if so, which type of privacy protection method and social information can promote consumer trust; and (3) does the impact of sharing platform socialization on consumer trust vary according to consumers’ concerns about the perceived utility uncertainty of the product. Research Design We then address these issues using experiment data. The first experiment was a 2 (social media: have, not have) x 2 (individual trust propensity: trust, not trust) between-subject design on the intention to trust sharing platform and participant continuously. Perceived utility uncertainty was added to this design as a moderator. Moreover, the second experiment was a 2 (social information type: hedonic, utilitarian) x 2 (degree of privacy protection: week, strong) between-subject design on the intention to trust sharing platform. Our scales come from existing scales and optimize it according to the characteristics of sharing economy (Schneider, 1999; Dhar & Wertenbroch, 2000; McKnight, Choudhury, & Kacmar, 2002). Results and Conclusion The results of the first experiment show that whether or not the social platform has no significant impact on the consumer trust if the individual tends to trust others. And for individuals who tends to do not trust others, they are more likely to trust socialized sharing platforms. The higher the consumer perceived utility uncertainty is, the higher (lower) trust of the consumer platform in the socialized (not socialized) sharing platform. For the second experiment results, in the context of sharing economy, the utilitarian information has a greater positive impact on the consumer trust than the hedonic information. In addition, the stronger the privacy protection of sharing platforms, the higher the trust of consumes. This study makes several academic contributions. First, we extend the topic of socialization to sharing economy context. Second, we add the perceived utility uncertainty as a moderator, and supplement the role of perceived uncertainty. This research also provides several practical implications. First, sharing platform can promote their consumers’ trust by establishing their own social platform. This platform can be used as a differentiated competitive strategy for sharing platform. Second, sharing platform should guide consumers to share utilitarian information (i.e. weather for specific place or real time traffic) to improve consumer satisfaction. Third, sharing platform can access consumer preference information through this social platform for further product development and classification.

Introduction Online shopping has become an important part of people’s daily lives. The very nature of online shopping makes it unlikely for consumers to examine products with their senses (e.g., touch, smell) as they can do in offline stores. The consumer obtains information from a variety of online sources (sellers, other buyers, and third parties) to assess a product and make a purchase decision. This variety of online information (e.g., product description, reviews and ratings) informs and persuades consumers. While sellers’ decisions comprise most information displayed on their product’s website, other information is shown because consumers have a moral, ethical, and legal “right” to know (e.g., ingredients, weight, size) (Jacoby, Speller, & Berning, 1974). Regarding the latter information, some countries (e.g., the U.S., China, Canada, the EU and India) have regulations that require pre-packaged food manufacturers to provide a nutrition-fact label and claims displaying standardized information on product packaging (Health Canada, 2010). We ask the following question to public policy makers and marketers: Should online pre-packaged food shops also need to present nutrition facts? There are two perspectives one might adopt regarding the array of information confronting online shoppers. The first perspective deals with human information processing. This position maintains that humans’ ability to assimilate and process information has finite limits during any given unit of time, and that once these limits are surpassed, behavior tends to become confused and dysfunctional (Miller, 1956; Driver & Streufert, 1969). Conceivably, such information overload might also occur in online shopping. Online shoppers often make their selections from a range of products, each with an array of information. Moreover, they make such purchase decisions within a relatively short time period. An alternative perspective is that nutrition-fact information provides key cues for consumers to assess product quality in the online marketplace. Cues can be categorized as extrinsic or intrinsic to the product (Maheswaran & Chaiken, 1991; Anderson, 1981). Extrinsic cues are product-related attributes that can be altered whereas intrinsic cues are inherent to the product itself (e.g., ingredients) and cannot be easily altered (Rao & Monroe, 1988; Purohit & Srivastava, 2001). An online shopper's evaluation of a product is based upon both intrinsic and extrinsic cues. In the online shopping environment, few intrinsic cues are available to consumers and the disclosure of nutrition facts (an intrinsic product feature) can help to fill this gap. Theoretical Development The understanding of how nutrition information presentation influences online food sales is a substantial topic for both industry and academia. With the convenience of online shopping, the potential for food producers and retail stores to take their products online is enormous. eMarketer (2014) reports that online food and beverage purchases increased 15.2% in U.S. retail ecommerce sales, and that this trend will remain consistent. Online food shopping is extremely popular in China, with 92% of consumers purchasing food or beverages at least once a month (Weber Shandwick, 2014). Moreover, eMarketer (2016) reports that by 2020, one-fourth of China's online purchases will be made directly from foreign websites or from third-party platforms. Thus, it is important for other countries to learn about the Chinese market. Among these potential issues, whether nutrition-fact information affects consumer purchase decisions in the online shopping context remains unexplored. Nutrition-fact labels have proven to be useful cues for consumer purchasing decision in offline conditions (Shah, Bettman, Ubel, Keller, & Edell, 2014). However, researchers have been unable to determine the effects of nutrition information in online conditions with network virtualization (Mavlanova, Benbunan-Fich, & Koufaris, 2012) and information multiplicity. In addition, the nutrition information disclosed by online sellers may cue consumers to acquire healthy food. Previous research has found that when information pertaining to a food’s nutritional content is provided, less-healthy food tastes better (Raghunathan, Naylor, & Hoyer, 2006). This literature raises the issue of whether nutrition information is more effective for healthy or unhealthy products. In summary, we investigate the effect of nutrition-fact information on online food shopping. The research questions address: (1) whether and how nutrition-fact information influences food sales in online conditions; (2) how nutrition-fact information interacts with other online extrinsic cues (i.e., word of mouth and historical sales); and (3) whether nutrition-fact information is more effective for healthy or unhealthy products. Research Design We then address these issues using panel data collected from Taobao.com (the largest online shopping platform in China). We selected 45 days as our study period, and the sample comprised 273 sellers. In addition, we conduct an experiment using an eye-tracking system to test the necessity and helpfulness of nutrition-fact information. Results and Conclusion The results show that the nutrition-fact information has a significant impact on sales. More specifically, consumers are more likely to choose sellers with the nutrition-fact information, and the healthy (unhealthy) food with nutrition-fact information tends to attract more (fewer) purchase. In addition, our results reveal some interesting interactions between nutrition-fact information and other cues. Specifically, WOM and historical sales strengthen the sales impact of nutrition-fact information. Our eye-tracking experiment leads to several interesting results. First, consumers pay attention to nutrition-fact information and spend considerable time reading it. Second, a long fixation length on nutrition-fact information would reasonably increase sales. This study makes several academic contributions. First, we extend the topic of nutrition information to an e-commerce context. Second, this is one of the first studies to examine the role of nutrition-fact information from an experimental perspective. Third, we supplement the findings of previous studies on the role of food type. This study also provides several practical implications. First, governments could require online sellers to reveal nutrition information in a truthful and detailed manner at the point of sale. In addition, labeling policies not only increase nutrition awareness and protect consumers, but they can also offer a profitable path for marketers. Second, sellers should design nutrition information and other cues strategies jointly. Third, compared with unhealthy food, nutrition-fact information is more effective for the purchase of healthy food. Sellers might be encouraged by this trend and consider more strategies to display nutrition-fact information on healthy food.