On Product Uncertainty in Online Markets: Theory and Evidence

  title={On Product Uncertainty in Online Markets: Theory and Evidence},
  author={Angelika Dimoka and Y. Hong and Paul A. Pavlou},
  journal={Entrepreneurship & Marketing eJournal},
  • Angelika Dimoka, Y. Hong, Paul A. Pavlou
  • Published 2012
  • Computer Science
  • Entrepreneurship & Marketing eJournal
  • Online markets pose a difficulty for evaluating products, particularly experience goods, such as used cars, that cannot be easily described online. This exacerbates product uncertainty, the buyer’s difficulty in evaluating product characteristics and predicting how a product will perform in the future. However, the IS literature has focused on seller uncertainty and ignored product uncertainty. To address this void, this study conceptualizes product uncertainty and examines its effects and… CONTINUE READING
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