Functional Relevance And Inductive Development Of An E-Retailing Product Information Typology
INFORMATION RESEARCH-AN INTERNATIONAL ELECTRONIC JOURNAL(2013)
摘要
Introduction. Hardly any in-depth knowledge is currently available on how different types of product-relevant information influence online consumer trust and purchase decisions. To address this research gap, we apply a generic function-based information typology to systematically classify the large variety of online product information and plan for a focused comparison of their functional roles and differential effects on online consumer decision making.Method. This paper reviews information research in e-commerce, discusses the conceptual basis of applying the generic function-based topical relevance typology to analyse online product information, and uses a variety of product examples from Amazon.com to demonstrate the process. As an exploratory study, sixteen product cases were collected from Amazon, including five search products, six experience products (three electronics and three traditional goods), and five credence products.Analysis. We used qualitative content analysis and pattern matching to conduct in-depth analyses of the information types present from the samples. To improve methodological precision and rigor we used template analysis and editing analysis to guide the qualitative coding process.Results. Through this study, direct (matching topic), context (including condition), evaluation, and comparison are identified as the four most applicable and prevalent information types from Amazon product pages. The focus or functional role of each information type is summarised and discussed.Conclusions. The preliminary findings from this exploratory study provide a theoretical basis for guiding and prioritising online information organization and provision, which becomes increasingly important in the current context of information overload.
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