Influence of product class on preference for shopping on the internet

Tulay Girard, Ronnie Silverblatt, Pradeep Korgaonkar

Research output: Contribution to journalArticlepeer-review

96 Scopus citations

Abstract

The study reported here examined the influence of product classification (i.e., search, experience, and credence) on consumer preferences for shopping on the Internet, and the importance of Internet retailers' attributes. In addition, the authors investigated whether the emphasis consumers place on Internet retailer attributes significantly influences their online purchase preference for the different product categories. Based on the review of the product classification literature, products are classified into four categories: search products, two types of experience products, and credence products. Data were collected from adult Internet users in two phases, through self-administered surveys. The findings of the present study support the hypothesis that product classes significantly influence consumers' online purchase preferences. Internet retailer attributes were found to be important as well. In addition, the findings confirm that the importance consumers place upon Internet retailer attributes significantly influences their online purchase preference for different product categories. Managerial and academic implications are discussed.

Original languageEnglish (US)
JournalJournal of Computer-Mediated Communication
Volume8
Issue number1
DOIs
StatePublished - Oct 2002

All Science Journal Classification (ASJC) codes

  • Computer Science Applications
  • Computer Networks and Communications

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