The search experience credence product classification paradigm in the eyes of the electronic consumer

The literature review reveals numerous product classification models, the Search Experience Credence being one of them. Product categorization plays a major role in a company’s marketing strategy and product characteristics can determine whether a product will be as successful online as it is in the traditional physical store. This paper presents the results of a survey conducted on consumers’ perceptions of electronic commerce, the products being sold online and their categorization as either Search Experience Credence type. Using the data collected from 273 consumers, the intent is to examine if there are any correlations between demographic parameters and the way consumers perceive the products. In this regard the study’s results show some significant differences between factors influencing the perception of a certain product type. Moreover, the study aims at examining whether online experience or frequency of shopping influences the way the customer perceive products on the online platform and a shift from credence to experience over to search can be induced by increasing the number of online purchases. Implications of the results are discussed.