Effect of an e-retailer’s product category and social media platform selection on perceived quality of e-retail products
The growth of e-retail has expanded to a wide range of product categories. E-retailers compete in a multichannel environment using several social media platforms (SMPs) where their product category and use of SMPs affect potential consumers’ perception of product quality. Although studies have noted the potential of SMPs and differences between SMPs to support consumers in their information collection about products, the effect of different SMPs on consumers’ perception of product quality remains unexplored. Based on a literature review, this research suggests a theoretical framework of the knowledge acquisition process for new consumers evaluating the quality of diverse retail products. Using network and information theory, this study proposes hypotheses to assess the effect of diverse e-retailer’s product categories and different SMPs on consumer’s perception of e-retail product quality for consumers unfamiliar with e-retail brands. After testing these hypotheses using primary data, results partially validate the theoretical framework. Research findings help practitioners to organise their e-retail products display across diverse SMPs and provide insights for scholars of e-retailing and digital media striving to acquire consumers online.
KeywordsInformation economics Knowledge economy E-commerce Retailing Category management Digital marketing
I would like to thank Chirag Patel and Salvador Alvídrez, both provided very helpful feedback at different stages of this paper. This research was partly funded by the National Council of Science and Technology of Mexico (CONACYT) and Universidad de Monterrey UDEM.
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