Internet shopping, consumer search and product branding

Internet shopping, consumer search and product branding Recent interest in the Internet as a medium for commerce has raised questions about the usefulness of branding on the World Wide Web. Examines whether consumers use brands as sources of information when shopping on the Internet. Applying theory from the economics of information, predicts that recent adopters of the Internet will be less proficient at searching for product information and will rely more on brands. As they gather more experience on the Internet, their search proficiency should rise and their brand reliance should fall. These hypotheses are tested and confirmed using usage and opinion survey data from the Internet community. The results suggest that branding can facilitate consumers' acceptance of electronic commerce. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Internet shopping, consumer search and product branding

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420010316302
Publisher site
See Article on Publisher Site

Abstract

Recent interest in the Internet as a medium for commerce has raised questions about the usefulness of branding on the World Wide Web. Examines whether consumers use brands as sources of information when shopping on the Internet. Applying theory from the economics of information, predicts that recent adopters of the Internet will be less proficient at searching for product information and will rely more on brands. As they gather more experience on the Internet, their search proficiency should rise and their brand reliance should fall. These hypotheses are tested and confirmed using usage and opinion survey data from the Internet community. The results suggest that branding can facilitate consumers' acceptance of electronic commerce.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Feb 1, 2000

Keywords: Internet; Consumer behaviour; Shopping

References

  • The rising cost of time of females, the growth of national brands, and the supply of retail services
    Pashigian, B.; Bowen, B

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