Relative Importance of Online Versus Offline Information for Internet Purchases: The Effect of Product Category and Internet Experience

19 Pages Posted: 27 Aug 2008

See all articles by Amar Cheema

Amar Cheema

University of Virginia (UVA), McIntire School of Commerce

Purushottam Papatla

University of Wisconsin - Milwaukee - Sheldon B. Lubar School of Business; University of Wisconsin-Milwaukee

Date Written: August 26, 2008

Abstract

Across three studies we examine the relative importance of online versus offline information for internet purchases. Study 1 reveals that the relative importance of online information is higher for utilitarian products (computer hardware and software) than for hedonic products (books, music, and movies). Study 2 shows that, in the case of online purchases, the relative importance of online information decreases with increasing consumer internet experience. Consequently, offline information becomes relatively more important for consumers with high levels of internet experience. In addition, the relative importance of online information is higher for utilitarian products than for hedonic products, supporting study 1 results. Study 3 suggests a possible mechanism for the effect of internet experience on decreasing importance of online information, showing that consumers' trust of online search engine information decreases with increasing internet experience. We conclude with implications of our results for firms that sell products on the internet.

Keywords: online purchases, online behavior, information importance, internet experience

Suggested Citation

Cheema, Amar and Papatla, Purushottam and Papatla, Purushottam, Relative Importance of Online Versus Offline Information for Internet Purchases: The Effect of Product Category and Internet Experience (August 26, 2008). Journal of Business Research, Forthcoming, Available at SSRN: https://ssrn.com/abstract=1259422

Amar Cheema (Contact Author)

University of Virginia (UVA), McIntire School of Commerce ( email )

125 Ruppel Drive
Charlottesville, VA 22903
United States
434-924-4350 (Phone)

HOME PAGE: http://www.commerce.virginia.edu/faculty/cheema

Purushottam Papatla

University of Wisconsin-Milwaukee

Lubar Hall 481
3202 N. Maryland Ave.
Milwaukee, WI 53211
United States

University of Wisconsin - Milwaukee - Sheldon B. Lubar School of Business ( email )

P.O. Box 742
3202 N. Maryland Ave.
Milwaukee, WI 53201-0742
United States

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