Influence of Product Class on Preference for Shopping on the Internet

The study reported here examined the influence of product classification (i.e., search, experience, and credence) on consumer preferences for shopping on the Internet, and the importance of Internet retailers' attributes. In addition, the authors investigated whether the emphasis consumers place on Internet retailer attributes significantly influences their online purchase preference for the different product categories. Based on the review of the product classification literature, products are classified into four categories: search products, two types of experience products, and credence products. Data were collected from adult Internet users in two phases, through self-administered surveys. The findings of the present study support the hypothesis that product classes significantly influence consumers' online purchase preferences. Internet retailer attributes were found to be important as well. In addition, the findings confirm that the importance consumers place upon Internet retailer attributes significantly influences their online purchase preference for different product categories. Managerial and academic implications are discussed.