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

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

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 Works › RGC 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 language	English
Title of host publication	ICIS 2009 Proceedings
Subtitle of host publication	Thirtieth International Conference on Information Systems
Publisher	Association for Information Systems
Publication status	Published - Dec 2009
Event	30th International Conference on Information Systems, ICIS 2009 - Phoenix, United States Duration: 15 Dec 2009 → 18 Dec 2009 http://toc.proceedings.com/07311webtoc.pdf

Publication series

Name	ICIS Proceedings - International Conference on Information Systems
Publisher	Association for Information Systems

Conference

Conference	30th International Conference on Information Systems, ICIS 2009
Country/Territory	United States
City	Phoenix
Period	15/12/09 → 18/12/09
Internet address	http://toc.proceedings.com/07311webtoc.pdf

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

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https://aisel.aisnet.org/icis2009/198/

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Luo, C., Shi, Y., Sia, C. L., & Chen, H. (2009). MANAGING UNCERTAINTY: AN EXPLORATORY STUDY OF INFORMATION SEEKING STRATEGIES OF ONLINE CONSUMERS. In ICIS 2009 Proceedings: Thirtieth International Conference on Information Systems Article 198 (ICIS Proceedings - International Conference on Information Systems). Association for Information Systems. https://aisel.aisnet.org/icis2009/198/

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title = "MANAGING UNCERTAINTY: AN EXPLORATORY STUDY OF INFORMATION SEEKING STRATEGIES OF ONLINE CONSUMERS",

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.",

keywords = "C2c transaction, Information consistency, Information seeking strategies, Seller reputation, Uncertainty perception",

author = "Chuan Luo and Yani Shi and Sia, {Choon Ling} and Huaping Chen",

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.; 30th International Conference on Information Systems, ICIS 2009 ; Conference date: 15-12-2009 Through 18-12-2009",

year = "2009",

month = dec,

language = "English",

series = "ICIS Proceedings - International Conference on Information Systems",

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Luo, C, Shi, Y, Sia, CL & Chen, H 2009, MANAGING UNCERTAINTY: AN EXPLORATORY STUDY OF INFORMATION SEEKING STRATEGIES OF ONLINE CONSUMERS. in ICIS 2009 Proceedings: Thirtieth International Conference on Information Systems., 198, ICIS Proceedings - International Conference on Information Systems, Association for Information Systems, 30th International Conference on Information Systems, ICIS 2009, Phoenix, Arizona, United States, 15/12/09. <https://aisel.aisnet.org/icis2009/198/>

MANAGING UNCERTAINTY: AN EXPLORATORY STUDY OF INFORMATION SEEKING STRATEGIES OF ONLINE CONSUMERS. / Luo, Chuan; Shi, Yani; Sia, Choon Ling et al.
ICIS 2009 Proceedings: Thirtieth International Conference on Information Systems. Association for Information Systems, 2009. 198 (ICIS Proceedings - International Conference on Information Systems).

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

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T2 - 30th International Conference on Information Systems, ICIS 2009

AU - Luo, Chuan

AU - Shi, Yani

AU - Sia, Choon Ling

AU - Chen, Huaping

N1 - 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.

PY - 2009/12

Y1 - 2009/12

N2 - 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.

AB - 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.

KW - C2c transaction

KW - Information consistency

KW - Information seeking strategies

KW - Seller reputation

KW - Uncertainty perception

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M3 - RGC 32 - Refereed conference paper (with host publication)

T3 - ICIS Proceedings - International Conference on Information Systems

BT - ICIS 2009 Proceedings

PB - Association for Information Systems

Y2 - 15 December 2009 through 18 December 2009

ER -

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

Abstract

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Bibliographical note

Research Keywords

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