Vicarious experience in retail e-commerce: An inductive taxonomy of product evaluation support features

Abstract.

In general, direct experience (touch, taste, use, and so on) of physical products is impossible in an online environment. Knowledge of the experience attributes of these goods must therefore be obtained via an intermediary (vicariously). Unfortunately, little has been published about how to design online retail systems that help customers evaluate physical products. This paper addresses that gap by (1) surveying a wide range of sites, and (2) evaluating the features found using a grounded, rigorous evaluation method to induce a taxonomy of vicarious experience. The taxonomy is then used as the basis for some theory-based conjectures about the types of designs most suitable for different types of product. In particular, we propose that the type of information form and community used should differ for value-expressive and utilitarian goods, and for high and low-involvement goods.