Effect of e-retail product category on performance

Erik Ernesto Vázquez Hernández

Resultado de la investigaciónrevisión exhaustiva


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.
Idioma originalEnglish
Título de la publicación alojadaPredicting Trends and Building Strategies for Consumer Engagement in Retail Environments
EditorialIGI Global Publishing
Número de páginas17
ISBN (versión digital)9781522578574
ISBN (versión impresa)9781522578567, 1522578560
EstadoPublished - 15 may 2019


Profundice en los temas de investigación de 'Effect of e-retail product category on performance'. En conjunto forman una huella única.

Citar esto