Product fit uncertainty and its effects on vendor choice : an experimental study

Matt, C; Hess, T (2016). Product fit uncertainty and its effects on vendor choice : an experimental study. Electronic markets, 26(1), pp. 83-93. Springer 10.1007/s12525-015-0199-5

[img] Text
9 Matt_Hess (2016) - Product Fit Uncertainty.pdf - Published Version
Restricted to registered users only
Available under License Publisher holds Copyright.

Download (542kB) | Request a copy

Recommender systems and other Internet-enabled
technologies have changed the surrounding conditions of prepurchase
evaluations on the Internet. In some cases consumers
can now sample entire products prior to a purchase – hereby
removing all uncertainty about whether a product fits their
taste. While previous research has mainly focused on vendor
and product quality uncertainty, it is still not clear how declining
product fit uncertainty affects consumers. To close this
gap, we conducted a laboratory experiment to analyze the
effects on consumers’ vendor selection.We find that full elimination
of product fit uncertainty is beneficial for vendors, as it
increases both the number of purchases and consumer loyalty.
Interestingly, if product fit uncertainty is only partially eliminated,
consumers do not necessarily show differential behavior
for different levels of remaining product fit uncertainty.
This has important implications for online vendors that consider
the implementation of additional means to reduce product
fit uncertainty.
Keywords Product fit uncertai

Item Type:

Journal Article (Original Article)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems > Information Management
03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems

UniBE Contributor:

Matt, Christian

Subjects:

000 Computer science, knowledge & systems
300 Social sciences, sociology & anthropology > 330 Economics

ISSN:

1019-6781

Publisher:

Springer

Projects:

[849] Digitale Wertschöpfung und Bepreisung Official URL

Language:

English

Submitter:

Marisa Moser

Date Deposited:

17 Oct 2017 18:19

Last Modified:

16 Dec 2020 16:01

Publisher DOI:

10.1007/s12525-015-0199-5

BORIS DOI:

10.7892/boris.105537

URI:

https://boris.unibe.ch/id/eprint/105537

Actions (login required)

Edit item Edit item
Provide Feedback