“…In an e-commerce context, many researchers have contended that buyers are willing to pay a price premium to high-reputation sellers because a high reputation may imply seller quality (Ba and Pavlou 2002; Li, Srinivasan, and Sun 2009), trustworthiness (Ba and Pavlou 2002; Bruce, Haruvy, and Rao 2004), and greater service quality (Luo and Chung 2010). Therefore, it is commonly believed that high-reputation sellers should charge relatively high prices (Ba and Pavlou 2002; Li, Srinivasan, and Sun 2009). However, some studies have identified a negative price premium effect (i.e., a high-reputation seller who charges a lower price than a low-reputation seller) in light of consumer informativeness and seller competition (Liu, Feng, and Wei 2012).…”