Managing uncertainty : An exploratory study of information seeking strategies of online consumers

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

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Detail(s)

Original languageEnglish
Title of host publicationICIS 2009 Proceedings - Thirtieth International Conference on Information Systems
Publication statusPublished - 2009

Conference

Title30th International Conference on Information Systems, ICIS 2009
PlaceUnited States
CityPhoenix
Period15 - 18 December 2009

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.

Research Area(s)

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

Citation Format(s)

Managing uncertainty : An exploratory study of information seeking strategies of online consumers. / Luo, Chuan; Shi, Yani; Sia, Choon Ling; Chen, Huaping.

ICIS 2009 Proceedings - Thirtieth International Conference on Information Systems. 2009.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review