An examination of online product comparison service: Fit between product type and disposition style

• Main Authors: NAH, Fiona Fui-hoon, HONG, W., CHEN, L., LEE, H.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2007
• Subjects: Cognitive fit; product comparison service; product type; presentation format; e-commerce websites; Databases and Information Systems; E-Commerce
• Online Access: https://ink.library.smu.edu.sg/sis_research/10041; https://ink.library.smu.edu.sg/context/sis_research/article/11041/viewcontent/LNCS_4553___Human_Computer_Interaction.pdf
• Institution: Singapore Management University

Horizontal and vertical disposition styles are two main formats used in product comparison service on e-commerce websites. In this research, we hypothesize that there is a fit between product type (‘think’ vs. ‘feel’ product) and disposition style (horizontal vs. vertical style), where horizontal disposition style is more appropriate for ‘feel’ products and vertical disposition style is a better fit for ‘think’ products. An experiment will be carried out to test the hypotheses.