Lim, Jaejoo; Wollscheid, Jim R.; Ayyagari, Ramakrishna - In: American Journal of Business 35 (2020) 2, pp. 61-81
Purpose: Consumers often encounter issues of perceived ambiguity and performance risk when attempting to evaluate experience goods being offered online. Sellers try to alleviate this knowledge gap often seen in a medium of low naturalness by engaging in effective compensatory adaptation. This...