Sarah Amsl, Iain Watson, Christoph Teller, Steve Wood,
"Product information failures on websites and their impact on mobile shopping behaviour"
, in Eds. M. Nieto Garcia, D. Acuti, J. Sit and X. Brusset: Proceedings from the 8th Colloquium on European Research in Retailing, Seite(n) 17-25, 2023, ISBN: 9781861376787
Product information failures on websites and their impact on mobile shopping behaviour
Sprache des Titels:
Proceedings from the 8th Colloquium on European Research in Retailing
Inaccurate product information on retail websites lead to dissatisfied customers and profit losses. Yet, the effects of product information failures (PIFs) remain under-explored, with the mobile commerce channel commonly overlooked. This paper aims (1) to investigate the negative effects of PIFs on shoppers' attitudes and behaviours in a mobile context. The authors further (2) evaluate the impacts of the cause and duration of a PIF, changes of expectations towards the retailer after a PIF occurred and how previous mobile shopping experience in general decreases the effects of PIFs.
The authors conducted a scenario-based experiment with a one-factorial between-subjects design. The six most common PIFs of an international leading online fashion retailer are operationalized and tested against a control group. The final sample consists out of 758 mobile shoppers from the UK.
The results demonstrate that the perceived severity of PIFs based on showing customers incorrect information is higher when key information is lacking. Further, when the cause of a PIF is attributed to the retailer, it results in higher recovery expectations towards them. The results also reveal that respondents who have shopped mobile before perceive PIFs as less severe than inexperienced ones.
This research expands the online service failure literature by examining PIFs and its effects in the specific context of mobile commerce. The authors also provide recommendations for a better management of PIFs like the incorporation of PIFs information into reporting packs.