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

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  • Verhagen, Tibert

    (Vrije Universiteit Amsterdam, Faculteit der Economische Wetenschappen en Econometrie (Free University Amsterdam, Faculty of Economics Sciences, Business Administration and Economitrics)

  • Boter, Jaap

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.

Suggested Citation

  • Verhagen, Tibert & Boter, Jaap, 2005. "The importance of website content in online purchasing across different types of products," Serie Research Memoranda 0010, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    • Handle: RePEc:vua:wpaper:2005-10
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    References listed on IDEAS

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    More about this item

    Keywords

    Goods versus services; hedonic versus utilitarian products; online purchasing; website content;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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