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Incorporating innovations in online product descriptions to reduce product uncertainty in agribazaar portal

Abd Ghani, Nor Farzana and Mohd Noor, Noor Azila and Yusop, Nor Iadah and Ibrahim, Huda and Kasiran, Mohd Khairudin (2012) Incorporating innovations in online product descriptions to reduce product uncertainty in agribazaar portal. In: Knowledge Management International Conference (KMICe) 2012, 4 – 6 July 2012, Johor Bahru, Malaysia.

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Previous researches indicate that online product description and other product information signals can mitigate product uncertainty and therefore build trust for buyer to buy product online.This paper discusses factors that contribute to mitigation of product uncertainty, specifically for agriculture product.An agribusiness portal in Malaysia is chosen for this study, in which a variety of agro based products are marketed.The relationships between product uncertainty on buying and selling activity, and also the role of product information signals on product uncertainty have been explored.Constructs were employed from literature review and existing research models.It has been discovered that product description together with value, facilitation of buying process, communication, third party product certification and seller description have different influencing power to reduce product uncertainty in agriculture product.By incorporating innovation in online product description, sellers’ integrity will be raised, thus increasing online trust for purchasing agricultural products.

Item Type: Conference or Workshop Item (Paper)
Additional Information: ISSN: 9789832078661 Organized by: UUM College of Art & Sciences, Universiti Utara Malaysia
Uncontrolled Keywords: -agribusiness, product uncertainty,product information signals.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: College of Arts and Sciences
Depositing User: Mdm. Nor Farzana Abd Ghani
Date Deposited: 04 May 2014 10:45
Last Modified: 04 Nov 2020 02:23
URI: http://repo.uum.edu.my/id/eprint/10927

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