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It’s never the same: the role of homogeneity in online services

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  • Ángel Agudo-Peregrina
  • Félix Pascual-Miguel
  • Julián Chaparro-Peláez

Abstract

This research aims to study the differences between services sold on the Internet, based on their degree of homogeneity. While travel services are mostly sold online, other customizable services do not enjoy the same success. We carry out an empirical study based on declared intentions, risk perceptions, and actual purchasing behavior. The main findings show that: the degree of homogeneity is an adequate segmentation variable for online services; homogeneous services seem more suited to e-commerce than non-homogeneous services; a relation exists between perceived risk and intention to buy services online; and the scope of some traditional classification variables needs narrowing. Copyright Springer-Verlag Berlin Heidelberg 2014

Suggested Citation

  • Ángel Agudo-Peregrina & Félix Pascual-Miguel & Julián Chaparro-Peláez, 2014. "It’s never the same: the role of homogeneity in online services," Service Business, Springer;Pan-Pacific Business Association, vol. 8(3), pages 453-464, September.
    • Handle: RePEc:spr:svcbiz:v:8:y:2014:i:3:p:453-464
    DOI: 10.1007/s11628-014-0249-7
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    References listed on IDEAS

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    Cited by:

    1. J. F. Juliá-Igual & R. Cervelló-Royo & I. Berné-Lafuente, 2017. "Market value analysis of a Chinese e-commerce holding group: a multicriteria approach," Service Business, Springer;Pan-Pacific Business Association, vol. 11(3), pages 475-490, September.
    2. Insik Jeong & Jong-Ho Lee & Eunmi Kim, 2019. "Determinants of brand localization in international markets," Service Business, Springer;Pan-Pacific Business Association, vol. 13(1), pages 75-100, March.
    3. Nina Shin & Donghui Kim & Sangwook Park & Jungsuk Oh, 2018. "The moderation effects of mobile technology advancement and system barrier on m-commerce channel preference behavior," Information Systems and e-Business Management, Springer, vol. 16(1), pages 125-154, February.

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