On Product-level Uncertainty and Online Purchase Behaviour: An Empirical Analysis

• Main Authors: KIM, Youngsoo, Krishnan, Ramayya
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2015
• Subjects: product-level uncertainty; intangibility level; online shopping experience; reputation transfer; digitized video commercial; Computer Sciences; E-Commerce
• Online Access: https://ink.library.smu.edu.sg/sis_research/1983; http://dx.doi.org/10.1287/mnsc.2014.2063
• Institution: Singapore Management University

Online consumers are uncertain about subjective product quality (e.g., fit and feel of clothing and texture of materials) because of the absence of experiential information. In this paper, we examine the dynamic change of the products purchased online over time in the presence of this type of uncert...