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

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dc.contributor.authorJha, Mayur
dc.contributor.authorKemper, Jan
dc.contributor.authorBrettel, Malte
dc.date.accessioned2019-01-03T00:49:09Z
dc.date.available2019-01-03T00:49:09Z
dc.date.issued2019-01-08
dc.description.abstractE-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.
dc.format.extent10 pages
dc.identifier.doi10.24251/HICSS.2019.771
dc.identifier.isbn978-0-9981331-2-6
dc.identifier.urihttp://hdl.handle.net/10125/60076
dc.language.isoeng
dc.relation.ispartofProceedings of the 52nd Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectPractice-based IS Research
dc.subjectOrganizational Systems and Technology
dc.subjectconsumer decision-making
dc.subjectdecision reversal
dc.subjectmulti-channel
dc.subjectonline consumer behavior
dc.subjectproduct uncertainty
dc.titleProduct Uncertainty in Online Markets: The Influence of Situational Factors and Individual Characteristics on Purchase Decision Reversal
dc.typeConference Paper
dc.type.dcmiText

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