The importance of website content in online purchasing across different types of products
AbstractSeveral authors have suggested that the importance of website content elements in online purchasing varies across different types of products. Our aim is to empirically test this proposition. Here, we focus on goods versus services and hedonic versus utilitarian products. After reviewing the literature on the role of website content, we hypothesize which elements are more important for which type of product. The results of an empirical study confirm most of the different roles across different types of products. This suggests that retailers would profit from taking the differences in product types into account in designing their online stores.
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Bibliographic InfoPaper provided by VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics in its series Serie Research Memoranda with number 0010.
Date of creation: 2005
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Goods versus services; hedonic versus utilitarian products; online purchasing; website content;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
This paper has been announced in the following NEP Reports:
- NEP-ALL-2005-10-15 (All new papers)
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