Abstract:

The perception of information quality largely effects the selection and use of information sources. This paper investigates consumers’ selection behavior: how they perceive online commodity information quality, and whether the criteria of quality they consider important. Data collected from 318 online shopping customers imply that participants do not apply the criteria they considered important when acquiring commodity information. It is suggested that shop operators should take full advantage of the information sources’ characteristics to strengthen the perception of high-quality information and to increase sales. Besides, it is necessary for consumers to develop their information literacy, reach out and take advantage of new media to get more information, thereby overcoming the psychological dependence needs and making the better purchase decision.

Key words: Information quality perception, 　Information sources, 　Information acquisition, 　Online shopping, 　Online review, 　Web advertising