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Internet shopping, consumer search and product branding

Michael R. Ward (Assistant Professor, Department of Agricultural and Consumer Economics, University of Illinois, Urbana‐Champaign, Illinois, USA)
Michael J. Lee (Graduate Student Department of Economics, University of Illinois, Urbana‐Champaign, Illinois, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 February 2000

Abstract

Recent interest in the Internet as a medium for commerce has raised questions about the usefulness of branding on the World Wide Web. Examines whether consumers use brands as sources of information when shopping on the Internet. Applying theory from the economics of information, predicts that recent adopters of the Internet will be less proficient at searching for product information and will rely more on brands. As they gather more experience on the Internet, their search proficiency should rise and their brand reliance should fall. These hypotheses are tested and confirmed using usage and opinion survey data from the Internet community. The results suggest that branding can facilitate consumers’ acceptance of electronic commerce.

Keywords

Citation

Ward, M.R. and Lee, M.J. (2000), "Internet shopping, consumer search and product branding", Journal of Product & Brand Management, Vol. 9 No. 1, pp. 6-20. https://doi.org/10.1108/10610420010316302

Publisher

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MCB UP Ltd

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