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Information richness on service business websites

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  • Buraj Patrakosol
  • Sang Lee

Abstract

Delivering rich information is the key success factor for service business websites. Numerous studies have investigated useful guidelines to deliver rich information. The implicit assumption made by these studies is individual homogeneity. This study argues that this is only one side of the story, as individual heterogeneity is also important. Specifically, this study questions relationships between personal dispositional factors and the person’s perception of information richness. Dispositional factors of interest are age and personality. This study adopted information processing theory as its theoretical lens. A review of literature through the lens leads to the development of six hypotheses. The insurance industry provided the context of this study. Data were collected from 110 potential customers of 10 insurance organizations. The Hierarchical Linear Modeling technique was utilized for model building and hypotheses testing. The result revealed that aging individuals often find information as low in richness. Furthermore, those with high consciousness and extraversion generally perceived information as higher in richness. Lastly, the other three dimensions of personality showed no association with information richness. Copyright Springer-Verlag 2013

Suggested Citation

  • Buraj Patrakosol & Sang Lee, 2013. "Information richness on service business websites," Service Business, Springer;Pan-Pacific Business Association, vol. 7(2), pages 329-346, June.
    • Handle: RePEc:spr:svcbiz:v:7:y:2013:i:2:p:329-346
    DOI: 10.1007/s11628-012-0162-x
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    Cited by:

    1. Jeongwook Khang & Yung-Mok Yu & Hong-Hee Lee, 2014. "Moderating effects of the fit between service tangibilization and organizational performance," Service Business, Springer;Pan-Pacific Business Association, vol. 8(2), pages 239-266, June.
    2. Wee-Kheng Tan, 2018. "From fantasy to reality: a study of pre-trip planning from the perspective of destination image attributes and temporal psychological distance," Service Business, Springer;Pan-Pacific Business Association, vol. 12(1), pages 65-84, March.
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    4. Yue Wu & Qianling Jiang & Hui’e Liang & ShiYu Ni, 2022. "What Drives Users to Adopt a Digital Museum? A Case of Virtual Exhibition Hall of National Costume Museum," SAGE Open, , vol. 12(1), pages 21582440221, March.
    5. Hsin Hsin Chang & Kit Hong Wong, 2018. "Consumer psychological reactance to coalition loyalty program: price-consciousness as a moderator," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 379-402, June.

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