期刊
JOURNAL OF RETAILING
卷 83, 期 4, 页码 393-401出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jretai.2007.03.009
关键词
e-retailers; information vividness; information credibility; information control; search and experience goods
类别
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.
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