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The importance of website content in online purchasing across different types of products

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  • Verhagen, Tibert

    (Vrije Universiteit Amsterdam, Faculteit der Economische Wetenschappen en Econometrie (Free University Amsterdam, Faculty of Economics Sciences, Business Administration and Economitrics)

  • Boter, Jaap
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    Abstract

    Several 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 Info

    Paper provided by VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics in its series Serie Research Memoranda with number 0010.

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    Date of creation: 2005
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    Handle: RePEc:dgr:vuarem:2005-10

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    Web page: http://www.feweb.vu.nl

    Related research

    Keywords: Goods versus services; hedonic versus utilitarian products; online purchasing; website content;

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    1. Grimm, Pamela E., 2005. "Ab components' impact on brand preference," Journal of Business Research, Elsevier, vol. 58(4), pages 508-517, April.
    2. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. " Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, University of Chicago Press, vol. 20(4), pages 644-56, March.
    3. Kivetz, Ran & Simonson, Itamar, 2002. " Self-Control for the Righteous: Toward a Theory of Precommitment to Indulgence," Journal of Consumer Research, University of Chicago Press, vol. 29(2), pages 199-217, September.
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