The Effect of Product Type on Consumer Preferences for Website Content Elements
An Empirical Study
Bibliographic Data
| ID | 12449292 |
|---|---|
| Authors | Tibert Verhagen (0000-0003-1042-7887, corresponding author), Jaap Boter (0000-0001-5061-0489, University of Twente), Thomas Adelaar (University of Twente) |
| Year | 2010 |
| Volume | 16 |
| Issue | 1 |
| Pages | 139-170 |
| Publication date | 2010-10-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Computer-Mediated Communication (JOURNAL) |
| Journal identifiers | ISSN: 1083-6101 • E-ISSN: 1083-6101 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1111/j.1083-6101.2010.01536.x |
| OpenAlex | W2169069557 |
| Language | EN |
| Citations received | 1 |
| References cited | 98 |
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
Advertising · Business · Content (measure theory · Empirical research · Product (mathematics · Product type · Statistics · Computer Science · Consumer Market Behavior and Pricing · Digital Marketing and Social Media · Mathematics · Technology Adoption and User Behaviour · Marketing
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| Citations per year | 0.13 |
|---|---|
| Citation span | 2018 - 2018 (1) |
| Highly cited | No |