MANAGING UNCERTAINTY: AN EXPLORATORY STUDY OF INFORMATION SEEKING STRATEGIES OF ONLINE CONSUMERS

Chuan Luo, Yani Shi, Choon Ling Sia, Huaping Chen

Research output: Chapters, Conference Papers, Creative and Literary WorksRGC 32 - Refereed conference paper (with host publication)peer-review

5 Citations (Scopus)

Abstract

Uncertainty has been widely recognized as a primary barrier in online C2C transaction processes. This research explores the effectiveness of strategies typically employed to reduce uncertainty in C2C electronic commerce based upon the uncertainty reduction theory and Kelley's attribution theory. We inspect the effects of the information from four information seeking strategies on online consumers' perception of uncertainty when initially transacting with an unknown seller in an online marketplace in China; we also integrate the two most prominent contextual factors, information consistency and seller reputation, to explore their direct effects, as well as their interactive effects with information from the four strategies on uncertainty. An online survey is used to collect data from the three most prestigious online store marketplaces in China. The results specify the exact effects of these factors on uncertainty in different contextual conditions. Finally, the theoretical and practical implications of this research are discussed.
Original languageEnglish
Title of host publicationICIS 2009 Proceedings
Subtitle of host publicationThirtieth International Conference on Information Systems
PublisherAssociation for Information Systems
Publication statusPublished - Dec 2009
Event30th International Conference on Information Systems, ICIS 2009 - Phoenix, United States
Duration: 15 Dec 200918 Dec 2009
http://toc.proceedings.com/07311webtoc.pdf

Publication series

NameICIS Proceedings - International Conference on Information Systems
PublisherAssociation for Information Systems

Conference

Conference30th International Conference on Information Systems, ICIS 2009
Country/TerritoryUnited States
CityPhoenix
Period15/12/0918/12/09
Internet address

Bibliographical note

Full text of this publication does not contain sufficient affiliation information. Related Research Unit(s) information for this record is supplemented by the author(s) concerned.

Research Keywords

  • C2c transaction
  • Information consistency
  • Information seeking strategies
  • Seller reputation
  • Uncertainty perception

Fingerprint

Dive into the research topics of 'MANAGING UNCERTAINTY: AN EXPLORATORY STUDY OF INFORMATION SEEKING STRATEGIES OF ONLINE CONSUMERS'. Together they form a unique fingerprint.

Cite this