Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/60076

Product Uncertainty in Online Markets: The Influence of Situational Factors and Individual Characteristics on Purchase Decision Reversal

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Title:Product Uncertainty in Online Markets: The Influence of Situational Factors and Individual Characteristics on Purchase Decision Reversal
Authors:Jha, Mayur
Kemper, Jan
Brettel, Malte
Keywords:Practice-based IS Research
Organizational Systems and Technology
consumer decision-making
decision reversal
multi-channel
show 2 moreonline consumer behavior
product uncertainty
show less
Date Issued:08 Jan 2019
Abstract:E-commerce has traditionally suffered from significantly higher product return rates than offline retail (30 % online vs. 10 % offline). Product uncertainty at the time of purchase has been identified as one of the key drivers of purchase decision reversals in online markets.
In this study we analyze the impact of situational factors (1. Purchase channel choice, 2. Time pressure) and individual differences on product uncertainty and purchase decision reversal. Following the conceptualization of product uncertainty by Hong and Pavlou (2014), we distinguish between product fit uncertainty and product quality uncertainty.
To test our hypotheses, we employ a large-scale empirical analysis based on panel data from a large European online fashion retailer. We find that product fit uncertainty is higher for mobile channel users, which is attenuated by prior brand experience. Time pressure leads to lower return rates despite higher product uncertainty.
Pages/Duration:10 pages
URI:http://hdl.handle.net/10125/60076
ISBN:978-0-9981331-2-6
DOI:10.24251/HICSS.2019.771
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: Practice-based IS Research


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