It’s never the same: the role of homogeneity in online services

Ángel Agudo-Peregrina (), Félix Pascual-Miguel () and Julián Chaparro-Peláez ()

Service Business, 2014, vol. 8, issue 3, 453-464

Abstract: This research aims to study the differences between services sold on the Internet, based on their degree of homogeneity. While travel services are mostly sold online, other customizable services do not enjoy the same success. We carry out an empirical study based on declared intentions, risk perceptions, and actual purchasing behavior. The main findings show that: the degree of homogeneity is an adequate segmentation variable for online services; homogeneous services seem more suited to e-commerce than non-homogeneous services; a relation exists between perceived risk and intention to buy services online; and the scope of some traditional classification variables needs narrowing. Copyright Springer-Verlag Berlin Heidelberg 2014

Keywords: E-commerce; Services; Homogeneity; Purchase intention; Perceived risk (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s11628-014-0249-7

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