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Presenting products on websites – the importance of information quality criteria for online shoppers

Open access
Amsl, Sarah, Watson, Iain, Teller, Christoph, Wood, Steve·2023·International Journal of Retail & Distribution Management
DOI 10.1108/ijrdm-04-2023-0266
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Abstract

Purpose: Online shoppers make product purchase decisions based on product information shown on a retailer's website and potentially in comparison to that seen on competitors' websites. Insufficient, poor quality or missing information about a product can lead to reduced retailer sales. Measuring online product information quality (PIQ) is therefore an essential element in helping retailers maximize their potential success. This paper aims (1) to identify directly quantifiable PIQ criteria, (2) to assess the effects of PIQ and (3) to evaluate the moderating effect of product involvement. Design/methodology/approach: The authors conducted a scenario-based experiment within 3,544 do-it-yourself (DIY) online shoppers from the United Kingdom (UK). Within an 8 × 2 × 2 between-subjects design, the authors manipulated the factors PIQ criteria (8), PIQ level (2) and product type (2). Findings: The findings support that poor PIQ has a negative impact on consumers online shopping outcomes. The authors also found that the effects of PIQ differ between the various criteria, the product category and the level of consumer involvement in the selling process. In the context of product depiction, title readability and product attribute comparability with other retailers' websites a high level of PIQ is required. Moreover, high involvement products need a higher level of PIQ than low involvement products. Originality/value: This research expands website quality and service failure literature by introducing PIQ criteria and its effects in the context of online retailing. The authors also establish actionable managerial recommendations to assist retailers to embrace and utilize PIQ to better understand their own potential website and thus business improvements.

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Metadata

Authors
Amsl, S., Watson, I., Teller, C., & Wood, S.
Affiliations
  • Johannes Kepler University of Linz (AT)
  • University of Surrey (GB)
Corresponding author
Amsl, Sarah
ORCID
Venue
International Journal of Retail & Distribution Management
Publisher
Emerald
Published
2023-07-20
Volume
51
Issue
9/10
Pages
1213-1238
ISSN
0959-0552 (ISSN-L)
DOI
10.1108/ijrdm-04-2023-0266
OpenAlex
W4384696426
Cited by
21
References
3
Citations by year
2026: 5 · 2025: 10 · 2024: 6
FWCI
5.55
Type
journal article
Language
en
Open access
Licence
Locations
  • International Journal of Retail & Distribution Management (publishedVersion, cc-by)
  • University Library Linz repository (Johannes Kepler Universitat Linz) (submittedVersion, cc-by)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Keywords
product information quality, online shopping, e-commerce platforms, product information, product involvement, online retail, purchase decision, website quality, service failure

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