Reducing buyer search costs: implications for electronic marketplaces
Management Science - Special issue: Frontier research on information systems and economics
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This paper reviews research in both information content and perceived informativeness in the literature, and examines the causal effect of two information content factors on perceived informativeness. A 2×2 factorial design was adopted in an experiment involving a hypothetical online retailer. Results from 120 surveys collected show strong support of the two hypotheses in the expected direction, i.e., both price and quality information had a significantly positive effect on perceived informativeness. Data also indicate that perceived informativeness is a significant predictor of visitor attitude toward the site and visitor intention to revisit.