Getting to know websites through uncertainty reduction strategies : Which strategies are used more, and which are better? An empirical study of first-time visitors

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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Author(s)

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Detail(s)

Original languageEnglish
Title of host publication2007 International Conference on Wireless Communications, Networking and Mobile Computing, WiCOM 2007
Pages3840-3843
StatePublished - 2007

Conference

Title2007 International Conference on Wireless Communications, Networking and Mobile Computing, WiCOM 2007
PlaceChina
CityShanghai
Period21 - 25 September 2007

Abstract

Uncertainty reduction is an important precondition for various facilitators of Internet shopping behaviors, visitors dealing with an online store will require sufficient information so as to reduce their uncertainty of the website. Uncertainty reduction theory has identified four strategies for the visitors to lower their uncertainty. Since different Internet strategies have different efficiency and effectiveness at conveying different levels of information, and not all tasks have the same information need, the relative effectiveness of these technologies at supporting these strategies to reduce uncertainty is still unclear. This research designs two laboratory experiments to investigate how the initial visitors will use different types of uncertainty-reducing technological support, how different task types and different levels of presented information would lead to greater uncertainty reduction. The results would inform practitioners on how these strategies could be useful to reduce uncertainty surrounding new online stores, and ultimately to promote Internet commerce. © 2007 IEEE.

Research Area(s)

  • Information level, Task type, Technology support, Uncertainty reduction

Citation Format(s)

Getting to know websites through uncertainty reduction strategies : Which strategies are used more, and which are better? An empirical study of first-time visitors. / Ling, Sia Choon; Chuan, Luo; Yian, Tan Bernard Cheng; Yani, Shi; Huaping, Chen.

2007 International Conference on Wireless Communications, Networking and Mobile Computing, WiCOM 2007. 2007. p. 3840-3843 4340726.

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