Product Fit Uncertainty in Online Markets: Nature, Effects, and Antecedents

  title={Product Fit Uncertainty in Online Markets: Nature, Effects, and Antecedents},
  author={Yili Hong and Paul A. Pavlou},
  journal={Information Systems Research},
Product fit uncertainty (defined as the degree to which a consumer cannot assess whether a product’s attributes match her preferences) is proposed to be a major impediment to online markets with costly product returns and lack of consumer satisfaction. We conceptualize the nature of product fit uncertainty as an information problem and theorize its distinct effect on product returns and consumer satisfaction (versus product quality uncertainty), particularly for experience (versus search) goods… CONTINUE READING
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