Incorporating innovations in online product descriptions to reduce product uncertainty in agribazaar portal

• Main Authors: Abd Ghani, Nor Farzana, Mohd Noor, Noor Azila, Yusop, Nor Iadah, Ibrahim, Huda, Kasiran, Mohd Khairudin
• Format: Conference or Workshop Item
• Language: English
• Published: 2012
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/10927/1/CR210.pdf; http://repo.uum.edu.my/10927/; http://www.kmice.uum.edu.my
• Institution: Universiti Utara Malaysia

Previous researches indicate that online product description and other product information signals can mitigate product uncertainty and therefore build trust for buyer to buy product online.This paper discusses factors that contribute to mitigation of product uncertainty, specifically for agriculture product.An agribusiness portal in Malaysia is chosen for this study, in which a variety of agro based products are marketed.The relationships between product uncertainty on buying and selling activity, and also the role of product information signals on product uncertainty have been explored.Constructs were employed from literature review and existing research models.It has been discovered that product description together with value, facilitation of buying process, communication, third party product certification and seller description have different influencing power to reduce product uncertainty in agriculture product.By incorporating innovation in online product description, sellers’ integrity will be raised, thus increasing online trust for purchasing agricultural products.