The importance of website content in online purchasing across different types of products

Tibert Verhagen and Jaap Boter
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Tibert Verhagen: Vrije Universiteit Amsterdam, Faculteit der Economische Wetenschappen en Econometrie (Free University Amsterdam, Faculty of Economics Sciences, Business Administration and Economitrics

No 10, Serie Research Memoranda from VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics

Abstract: Several authors have suggested that the importance of website content elements in online purchasing varies across different types of products. Our aim is to empirically test this proposition. Here, we focus on goods versus services and hedonic versus utilitarian products. After reviewing the literature on the role of website content, we hypothesize which elements are more important for which type of product. The results of an empirical study confirm most of the different roles across different types of products. This suggests that retailers would profit from taking the differences in product types into account in designing their online stores.

Keywords: Goods versus services; hedonic versus utilitarian products; online purchasing; website content (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2005
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