Journal
ELECTRONIC MARKETS
Volume 31, Issue 1, Pages 139-157Publisher
SPRINGER HEIDELBERG
DOI: 10.1007/s12525-020-00394-8
Keywords
Information economics; Knowledge economy; E-commerce; Retailing; Category management; Digital marketing
Categories
Funding
- National Council of Science and Technology of Mexico (CONACYT)
- Universidad de Monterrey UDEM
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The growth of e-retail has expanded to a wide range of product categories, with e-retailers competing in a multichannel environment using various social media platforms. This study proposes a theoretical framework to assess the effect of different SMPs on consumers' perception of product quality, which was partially validated through empirical data. The research findings offer insights for practitioners to organize e-retail product displays across diverse SMPs and for scholars studying e-retailing and digital media.
The growth of e-retail has expanded to a wide range of product categories. E-retailers compete in a multichannel environment using several social media platforms (SMPs) where their product category and use of SMPs affect potential consumers' perception of product quality. Although studies have noted the potential of SMPs and differences between SMPs to support consumers in their information collection about products, the effect of different SMPs on consumers' perception of product quality remains unexplored. Based on a literature review, this research suggests a theoretical framework of the knowledge acquisition process for new consumers evaluating the quality of diverse retail products. Using network and information theory, this study proposes hypotheses to assess the effect of diverse e-retailer's product categories and different SMPs on consumer's perception of e-retail product quality for consumers unfamiliar with e-retail brands. After testing these hypotheses using primary data, results partially validate the theoretical framework. Research findings help practitioners to organise their e-retail products display across diverse SMPs and provide insights for scholars of e-retailing and digital media striving to acquire consumers online.
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