Amazon and eBay are renowned examples of platform businesses that create value by enabling the interaction between two or more groups of market actors. Poor experiences with one or more parties on the platform might have repercussions on the platform in terms of customer satisfaction. This research aims to identify the factors that might encourage or diminish the halo effects on platforms. For this purpose, the conceptual research model is proposed to examine the existence of the halo effects. Further, the impacts of three factors on the magnitude of the halo effects are investigated in the meantime: the perceived value, after-sales service, and brand familiarity. To this end, survey-based experiments are conducted and one-way ANOVA is applied to analyze collected data. The results indicate that the existence of the halo effects on platforms is significant and that the perceived value and after-sales service have significant impacts on the magnitude of the halo effects, while the impact of brand familiarity on the magnitude of halo effects is not supported.

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