Investigation of the factors influencing the online consumer’s choice of a service provider for home improvement

Amal Ponathil (), Aasish Bhanu, Kalyan Piratla, Vivek Sharma and Kapil Chalil Madathil
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Amal Ponathil: Clemson University
Aasish Bhanu: Clemson University
Kalyan Piratla: Clemson University
Vivek Sharma: Clemson University
Kapil Chalil Madathil: Clemson University

Electronic Commerce Research, 2024, vol. 24, issue 4, No 13, 2519-2546

Abstract: Abstract The selection of the right service provider is as important as the actual work which subsequently impacts the quality and value of a home. With the growth of the Internet, such information is available to a consumer in a few clicks. However, limited research has been conducted to study Electronic Word of Mouth (eWOM) and the factors influencing an online consumer’s decision to select the best qualified service provider that meets their requirement. To address this research gap, we conducted a qualitative study with 30 participants. The Naturalistic Decision-Making Model, along with the Data/Frame Theory of Sensemaking, was used as a framework for this study. The emergent themes from the data explained the user’s decision-making strategies, critical decision-making factors, and trust in the information. In the end, this study distinguished that the users placed significant emphasis on the qualitative information like reviews while deciding as it provides actual experience in words over ratings or other cues. In addition, customer-service provider communication was an important factor as it allowed user to measure the type of people and provided a sense of future interactions.

Keywords: Electronic word of Mouth (eWOM); Online consumers; Home service websites; Decision making; Sensemaking; Trust (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s10660-022-09621-0

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