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Facilitating Consumers’ Evaluation of Experience Goods and the Benefits for Vendors

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BORIS DOI
10.7892/boris.105366
Date of Publication
August 2012
Publication Type
Conference Paper
Division/Institute

Institut für Wirtscha...

Author
Matt, Christian
Institut für Wirtschaftsinformatik, Information Management
Hess, T
Subject(s)

000 - Computer scienc...

300 - Social sciences...

Series
Proceedings of the 18th Americas Conference on Information Systems
Language
English
Description
Despite the continuous growth of e-commerce, high levels of uncertainty about products and vendors may hinder this growth. Particularly online vendors of experience goods (such as media products) may face challenges to convince consumers, since the quality of their products is hard to assess prior to consumption. Additional guarantees (such as a money back guarantee) as well as easier access to product information may be used to reduce consumer uncertainty. However, these mechanisms are usually not for free. By using experimental techniques and taking media products as an example, we analyze whether reductions in product uncertainty and search costs have an impact on consumer product search and purchase behavior. As an implication for praxis
as well as research, we find that vendors can benefit significantly from employing these mechanisms in terms of search requests, purchases and consumer loyalty. Additionally, vendors may profit from consumers’ uncertainty avoidance even if product uncertainty is low.
Handle
https://boris-portal.unibe.ch/handle/20.500.12422/154459
Project(s)
Digitale Wertschöpfung und Bepreisung
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FileFile TypeFormatSizeLicensePublisher/Copright statementContent
33 Matt_Hess_Facilitating Consumers’ Evaluation of Experience Goods and the Benefits for Vendors - Camera Ready.pdftextAdobe PDF314.76 KBpublisherpublished restricted
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