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Validating the search, experience, and credence product classification framework

机译：验证搜索，经验和认证产品分类框架

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摘要

Prior research identifies the influential factors for patronage intentions as product classes, retailer attributes, and risk perceptions. The Internet's ability to offer easy information search, therefore to reduce certain types of risk for products mandates evaluation of a new product classification framework called Search, Experience, and Credence. To test the nomological validity of the SEC-framework, this study investigates whether the SEC-products influence the (1) level of importance consumers place on retailer attributes, (2) level and types of risks consumers perceive, and (3) consumer patronage intentions for Internet and physical stores. The relationships between the (4) importance consumers place on retailer attributes and their risk perceptions, and (5) risk perceptions and patronage intentions for Internet and physical stores are investigated. The findings indicate while the importance of retailer attributes is equally significant across the four product classes, the SEC-products influence consumer risk perceptions and purchase-intentions for online and physical-stores. The relationship between important retailer attributes and risk perceptions is also significant.
机译：先前的研究将惠顾意图的影响因素识别为产品类别，零售商属性和风险感知。互联网提供便捷信息搜索的能力，因此可以降低某些类型的产品风险，因此需要评估一种称为“搜索，体验和信用”的新产品分类框架。为了检验SEC框架在法律上的有效性，本研究调查了SEC产品是否会影响（1）消费者对零售商属性的重视程度，（2）消费者感知的风险等级和类型，以及（3）消费者的光顾。用于互联网和实体商店的意图。研究（4）消费者对零售商属性的重视程度与他们的风险感知之间的关系，以及（5）互联网和实体商店的风险感知与光顾意图之间的关系。调查结果表明，虽然零售商属性在四个产品类别中的重要性同等重要，但SEC产品会影响消费者对在线和实体商店的风险认知以及购买意向。重要的零售商属性与风险感知之间的关系也很重要。

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