Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods

被引:328
作者
Weathers, Danny [1 ]
Sharma, Subhash [2 ]
Wood, Stacy L. [2 ]
机构
[1] Louisiana State Univ, Ourso Coll Business, Dept Mkt, Baton Rouge, LA 70803 USA
[2] Univ S Carolina, Moore Sch Business, Dept Mkt, Columbia, SC 29208 USA
关键词
e-retailers; information vividness; information credibility; information control; search and experience goods; INFORMATION; PRODUCTS; ENVIRONMENTS; CUSTOMER; BEHAVIOR; RISK;
D O I
10.1016/j.jretai.2007.03.009
中图分类号
F [经济];
学科分类号
02 ;
摘要
The "intangible" nature of e-commerce may cause shoppers to be uncertain about whether products ordered online will fit their needs or perform up to expectations. Such uncertainty is a dimension of consumer risk, or feelings that result because the actual outcome of a purchase decision can only be known in the future. However, the ability of e-retailers to offer a plethora of product-related information can ameliorate this uncertainty. This research assesses the influence of three online retailer communication practices-evoking vividness through pictures, allowing consumers to control information presentation, and presenting information from third-party sources. We demonstrate that these practices materially affect consumer perceptions of product performance uncertainty. Importantly, we also find that the influence of the practices differs by the search or experience orientation of the product, sometimes in counterintuitive ways. These results can serve to help enhance the effectiveness of e-retailers' communications and, in the case of multichannel retailers, help determine which products are best suited for different channels. (c) 2007 New York University. Published by Elsevier Inc. All rights reserved.
引用
收藏
页码:393 / 401
页数:9
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