It’s never the same: the role of homogeneity in online services

Volume: 8, Issue: 3, Pages: 453 - 464
Published: Jun 4, 2014
Abstract
This research aims to study the differences between services sold on the Internet, based on their degree of homogeneity. While travel services are mostly sold online, other customizable services do not enjoy the same success. We carry out an empirical study based on declared intentions, risk perceptions, and actual purchasing behavior. The main findings show that: the degree of homogeneity is an adequate segmentation variable for online...
Paper Details
Title
It’s never the same: the role of homogeneity in online services
Published Date
Jun 4, 2014
Volume
8
Issue
3
Pages
453 - 464
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