Selling experience products online is usually more challenging than selling search products. Addressing the calls for future research in the literature, we study how the different combinations of different web-design features can explain people's intentions to purchase experience products online by mitigating three different product uncertainties associated with such products. The results of a detailed experiment using artworks showed that combining expert opinions with product descriptions or experience simulation was more effective than combining product description and experience simulation. Moreover, unlike the findings reported in the literature concerning search products, this study showed that trust explained people's intentions to purchase experience products online more than perceived usefulness and perceived ease of use. Theoretically, we refine the product uncertainty model by demonstrating the differential effects of different product uncertainties regarding experience products. Practically, our study informs firms about the roles of different combinations of web-design features in selling experience products online.

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不同的网页设计功能组合对在线购买体验产品意图的相对影响

在线销售体验产品通常比销售搜索产品更具挑战性。为了满足文献中对未来研究的需求，我们研究了不同网页设计功能的不同组合如何通过减轻与此类产品相关的三种不同产品不确定性来解释人们在线购买体验产品的意图。利用艺术品进行的详细实验结果表明，将专家意见与产品描述或体验模拟相结合比将产品描述与体验模拟相结合更有效。此外，与有关搜索产品的文献中报告的发现不同，这项研究表明，信任比感知的有用性和感知的易用性更能解释人们在线购买体验产品的意图。理论上，我们通过证明不同产品不确定性对体验产品的差异影响来完善产品不确定性模型。实际上，我们的研究让企业了解了网页设计功能的不同组合在在线销售体验产品中的作用。