Effect of e-retail product category on performance

Erik Ernesto Vázquez Hernández

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


Literature on product categorization of e-retail products has adopted a consumer view and studied the direct effect on consumer-level variables such as purchase intent or customer satisfaction. In doing so, the moderating effect of product categorization of e-retail products on firm-level variables has been ignored. To address the implications of e-retail product categorization, this chapter asks the following question, What is the moderating effect of e-retail product category on sales performance? This chapter uses concepts of information economics, e-retailing, and the search-experience-credence (SEC) categorization of products to develop theoretical hypotheses. Using data from 500 US e-retailers, this chapter contends that the ease to evaluate retail products online has a positive effect on sales volume of e-retail firms. This effect is the result of increased web traffic and decreased conversion rates, which describes the e-retail market behavior with firm-level variables.
Original languageEnglish
Title of host publicationPredicting Trends and Building Strategies for Consumer Engagement in Retail Environments
PublisherIGI Global Publishing
Number of pages17
ISBN (Electronic)9781522578574
ISBN (Print)9781522578567, 1522578560
Publication statusPublished - 15 May 2019


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