Effect of Web Channel Richness and Web Information Richness On Satisfaction and Learning: A Study of Simple and Complex Products

Authors

  • Alain PINSONNEAULT McGill University, Desautels Faculty of Management
  • Shanling LI McGill University, Desautels Faculty of Management
  • Daniel TOMIUK University of Quebec in Montreal, Department of Management and Technology

Keywords:

Survey research, Web-site richness, Web design, Product complexity, E-commerce, B2C, Internet, Web satisfaction

Abstract

The present paper addresses the following question: What are the effects of web channel richness and web information richness on learning about a product and browsing satisfaction? Based on the extant literature in communications and in marketing, we argue that the effects of web channel richness and web information richness will depend on the complexity of products sold. Two hundred and seven professionals, managers, and students browsed 22 web pages selling either complex or simple products. The results indicate that when individuals browsed for complex products satisfaction depended on both informational richness and channel richness. Satisfaction was highest when the two type of richness were high and satisfaction was lowest when both types were low. Learning, on the other hand depended on the informational richness of a web page. Contrary to the expectations, web page richness was also important for learning and satisfaction when browsing for simple products. Satisfaction depended on both web information and web channel richness, whereas learning was higher when the informational richness of a web page was high. This paper contributes to the literature by developing concepts that can serve as the theoretical foundations for studying web site richness. It helps in understanding the relative impacts of the richness of the information presented on a web site and of the richness of the communication tools used. As such, it can help managers and IS professionals to better understand how to effectively design web sites.

Author Biographies

Alain PINSONNEAULT, McGill University, Desautels Faculty of Management

Alain PINSONNEAULT is a James McGill Professor and the Imasco Chair of information systems in the Desautels Faculty of management at McGill University. His current research interests include the organizational and individual impacts of information technology, user adaptation, ERP implementation, e-health, e-integration, group support systems, strategic alignment of IT, and the business value of IT. He has published papers in Management Science, MIS Quarterly, Information Systems Research, the Journal of MIS, Small Group Research, Decision Support Systems, Organization Science, and the European Journal of Operational Research.

Shanling LI, McGill University, Desautels Faculty of Management

Shanling LI is a professor of operations management at Desautels Faculty of Management of McGill University. She received her M.S. from Georgia Institute of Technology and PhD from University of Texas at Austin in US. Her current research interests include risk management in supply chains, firm survivability and operations and marketing interface issues in e-commerce and health care.

Daniel TOMIUK, University of Quebec in Montreal, Department of Management and Technology

Daniel TOMIUK is an associate professor at the University of Quebec in Montreal. His research interests include resource-based theory, e-commerce, e-learning, and understanding how user characteristics and Web design factors influence usage of commercial Web sites. He has won several best paper awards at conferences including the American Conference on Information Systems (AMCIS) and has published in such journals as Information Systems Journal (ISJ) and Journal of Global Information Management (JGIM).

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Published

2010-12-15

How to Cite

PINSONNEAULT, A., LI, S., & TOMIUK, D. (2010). Effect of Web Channel Richness and Web Information Richness On Satisfaction and Learning: A Study of Simple and Complex Products. Systèmes d’Information Et Management (French Journal of Management Information Systems), 15(4), 141–169. Retrieved from https://revuesim.org/index.php/sim/article/view/260

Issue

Vol. 15 No. 4 (2010)

Section

Empirical research

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