Narrow or Broad? How Categorization Breadth of Product Description Influences Online Purchase Intention

This study explores the manner in which the categorization breadth of product description influences online purchase intention. Utilizing the elaboration likelihood model as a theoretical framework, we hypothesize that the utilization of narrow (as opposed to broad) product category description serves to enhance perceived fitness and perceived usefulness, thereby progressively increasing intention. The present paper is supported by evidence from four studies, which demonstrate that the effect is more pronounced for task‐oriented consumers. The results of the study offer insights that can be used to improve the process of naming products in e‐commerce.