Relationship between the Online Shopper Typologies and the Product Categories
|關鍵字:||產品類別;網路;上網購物;線上資訊搜尋;消費者類型;風險性;commodity school;online information search;shopper typology;perceived risk;perceived benefit|
Internet has been emerging as an important new sales, distribution, and advertising channel for modern business. This brings up the issue of re-evaluating the conventional commodity school thinking in marketing area. As the usage and popularity of the Internet continues to expand, the questions of why consumers prefer to shop on the Internet for certain products and not for others and how consumer classify convenience, shopping, and credence goods need to be addressed. Although more than 800 million people use the Internet daily, a great portion of consumers still do not want to shop online because of the complexity and cost involved (Pastore 2001). In addition, the uncertainty, insecurity, and perceived risk associated with revealed personal information problem have contributed to consumer’s cautions against e-tailers. The purpose of this study is to examine the effect of perceived uncertainty on the relationship between product category and online shopping behavior, and the connection between product category and information searching pattern. The research results indicate that those who have more online skills prefer to buy experience goods online, and those who are less online-skilled prefer to buy search goods online. Furthermore, perceived online risks will affect the consumers when they buy credence goods online; perceived online benefits will affect the consumers when they buy search goods online; both perceived online risks and benefits will affect the consumers when they buy experience goods online.