TY - JOUR
T1 - The effect of product type on consumer preferences for website content elements: An empirical study
AU - Verhagen, T.
AU - Boter, J.
AU - Adelaar, T.
PY - 2010
Y1 - 2010
N2 - This study attempts to demonstrate empirically how the importance of website content in online purchasing varies across 2 product categorizations: goods versus services and hedonic versus utilitarian products. We conducted an experiment that showed that when purchasing services, customers value evaluative elements and risk-reducing content, while consumers buying goods may be satisfied with fewer features. In addition, selling hedonic products could be more effective when focusing on large and unique assortment. Websites selling utilitarian products, on the other hand, may profit from investing in instrumental website content. The study validates the guiding role of product type in website design, and suggests that incorporating product tactics into design likely contributes to the development of websites tailored to specific consumer groups. © 2010 International Communication Association.
AB - This study attempts to demonstrate empirically how the importance of website content in online purchasing varies across 2 product categorizations: goods versus services and hedonic versus utilitarian products. We conducted an experiment that showed that when purchasing services, customers value evaluative elements and risk-reducing content, while consumers buying goods may be satisfied with fewer features. In addition, selling hedonic products could be more effective when focusing on large and unique assortment. Websites selling utilitarian products, on the other hand, may profit from investing in instrumental website content. The study validates the guiding role of product type in website design, and suggests that incorporating product tactics into design likely contributes to the development of websites tailored to specific consumer groups. © 2010 International Communication Association.
U2 - 10.1111/j.1083-6101.2010.01536.x
DO - 10.1111/j.1083-6101.2010.01536.x
M3 - Article
SN - 1083-6101
VL - 16
SP - 139
EP - 170
JO - Journal of Computer-Mediated Communication
JF - Journal of Computer-Mediated Communication
IS - 1
ER -