Function-Based Categorization of Online Product Information Types

Hardly any in-depth knowledge is currently available on how different types of product-relevant information influence online consumer trust and purchase decision. To address this research gap, we apply a generic function-based information typology to systematically classify the large variety of online product information and plan for a focused comparison of their functional roles and differential effects on online consumer decision making. The ultimate goal is to provide a theoretical basis for guiding and prioritizing online information organization and provision, which becomes increasingly important in the current context of information overload. The paper briefly reviews information research in e-commerce, discusses the conceptual basis of applying the generic function-based topical relevance typology to analyze online product information, and uses a variety of product examples from Amazon.com to demonstrate the process. The paper concludes with preliminary findings from this pilot study.