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The effects of product information signals to product uncertainty of agro-based online product descriptions


Abd Ghani, Nor Farzana and Ibrahim, Huda and Mohd Noor, Nor Azila and Yusop, Nor Iadah and Kasiran, Mohd. Khairudin (2013) The effects of product information signals to product uncertainty of agro-based online product descriptions. In: World Congress on Engineering 2013, 3 - 5 July 2013, London, U.K.

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Abstract

The role of product information signals on product uncertainly has been getting some attention lately since 2008, however uncertainty effect within online commerce context is still limited, especially on selling agro-based product online.This paper discuss the effects product information signals i.e. factors that contribute to the mitigation of product uncertainty, specifically for agro-based product.An agribusiness portal in Malaysia is chosen for this study, in which a variety of agro-based products are marketed.Constructs were employed from literature review and existing research models.Hypotheses were crafted and their effects were then measured using statistical techniques.Based on the empirical result obtained, it has been discovered that product description together with product information signals such as value, facilitation of buying process, communication, third party product certification and seller description have different influencing power to reduce product uncertainty in agro-based product.Specifically, third party product certification and facilitation of buying process have the least influence power in this context of study.Suggestions are also provided towards improving the portal in reducing product uncertainty.By incorporating elements suggested in online product description, sellers' integrity will be raised, thus increasing trust for purchasing agro-based products online.

Item Type: Conference or Workshop Item (Paper)
Additional Information: ISBN: 978-988-19251-0-7
Uncontrolled Keywords: Term-product uncertainty, product information signals, agro-based product, product descriptions
Subjects: S Agriculture > S Agriculture (General)
Divisions: College of Arts and Sciences
Depositing User: Mdm. Nor Farzana Abd Ghani
Date Deposited: 23 Sep 2013 10:20
Last Modified: 19 Dec 2013 04:53
URI: http://repo.uum.edu.my/id/eprint/9069

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