Fit Does Matter! An Empirical Study on Product Fit Uncertainty in Online Marketplaces
نویسندگان
چکیده
This paper examines the antecedents and consequences of product uncertainty in online marketplaces by conceptualizing the dimensions of product uncertainty description uncertainty (identifying product characteristics), performance uncertainty (inferring product’s future performance) and fit uncertainty (matching product’s characteristics with buyer’s needs). It also theorizes the distinction, relationship, and effects of the dimensions of product uncertainty. Finally, it proposes a set of IT-enabled mechanisms to reduce product uncertainty. The hypotheses are tested with data from 274 buyers in the largest online marketplace in China (Taobao). The results first demonstrate the distinction between the dimensions of product uncertainty, show that relative to description and performance uncertainty, fit uncertainty has the only significant effect on price premiums, satisfaction, product returns, and repurchase intentions, and support the effects of computer-mediated communication (between buyers and sellers and among buyers), product forums, and decision support systems on fit uncertainty. Implications for theory and practice are discussed.
منابع مشابه
Product Uncertainty in Online Marketplaces in China: An Econometric Model
Most studies on online marketplaces focus on seller uncertainty and rely on data from online marketplaces in the U.S. This paper extends this literature by focusing on product uncertainty and defining its two dimensions description uncertainty (identifying the product‘s characteristics) and fit uncertainty (matching product characteristics with the buyer’s needs). It also examines the distincti...
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