کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
886628 | 913078 | 2007 | 9 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods](/preview/png/886628.png)
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.
Journal: Journal of Retailing - Volume 83, Issue 4, December 2007, Pages 393–401