Product Fit Uncertainty in Online Markets: Nature, Effects, and Antecedents

Author List: Hong, Yili; Pavlou, Paul A.;
Information Systems Research, 2014, Volume 25, Issue 2, Page 328-344.
Product <i>fit</i> uncertainty (defined as the degree to which a consumer cannot assess whether a product's attributes match her preference) is proposed to be a major impediment to online markets with costly product returns and lack of consumer satisfaction. We conceptualize the nature of product fit uncertainty as an information problem and theorize its distinct effect on product returns and consumer satisfaction (versus product quality uncertainty), particularly for experience (versus search) goods without product familiarity. To reduce product fit uncertainty, we propose two Internet-enabled systems—<i>website media</i> (visualization systems) and <i>online product forums</i> (collaborative shopping systems)—that are hypothesized to attenuate the effect of product type (experience versus search goods) on product fit uncertainty.
Keywords: product fit uncertainty;product quality uncertainty;product returns;Internet-enabled systems;expectation confirmation theory;online markets
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#202 0.314 online uncertainty reputation sellers buyers seller marketplaces markets marketplace buyer price signaling auctions market premiums ebay transaction reverse literature comments
#89 0.253 product products quality used characteristics examines role provide goods customization provides offer core sell key potential stronger insights design initial
#295 0.126 task fit tasks performance cognitive theory using support type comprehension tools tool effects effect matching types theories modification working time
#118 0.084 online consumers consumer product purchase shopping e-commerce products commerce website electronic results study behavior experience b2c impact internet purchases websites
#159 0.074 systems information objectives organization organizational development variety needs need efforts technical organizations developing suggest given effective designing lack help recent
#176 0.051 e-commerce value returns initiatives market study announcements stock event abnormal companies significant growth positive using methodology investments period time initiative