Effect of e-retail product category on performance

Erik Ernesto Vázquez Hernández

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

Abstract

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
Chapter8
Pages152-168
Number of pages17
ISBN (Electronic)9781522578574
ISBN (Print)9781522578567, 1522578560
Publication statusPublished - 15 May 2019

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