Please use this identifier to cite or link to this item: https://doi.org/10.1109/WICOM.2007.951
Title: Getting to know websites through uncertainty reduction strategies: Which strategies are used more, and which are better? An empirical study of first-time visitors
Authors: Ling, S.C.
Chuan, L.
Yian, T.B.C. 
Yani, S.
Huaping, C.
Keywords: Information level
Task type
Technology support
Uncertainty reduction
Issue Date: 2007
Source: Ling, S.C.,Chuan, L.,Yian, T.B.C.,Yani, S.,Huaping, C. (2007). Getting to know websites through uncertainty reduction strategies: Which strategies are used more, and which are better? An empirical study of first-time visitors. 2007 International Conference on Wireless Communications, Networking and Mobile Computing, WiCOM 2007 : 3840-3843. ScholarBank@NUS Repository. https://doi.org/10.1109/WICOM.2007.951
Abstract: Uncertainty reduction is an important precondition for various facilitators of Internet shopping behaviors, visitors dealing with an online store will require sufficient information so as to reduce their uncertainty of the website. Uncertainty reduction theory has identified four strategies for the visitors to lower their uncertainty. Since different Internet strategies have different efficiency and effectiveness at conveying different levels of information, and not all tasks have the same information need, the relative effectiveness of these technologies at supporting these strategies to reduce uncertainty is still unclear. This research designs two laboratory experiments to investigate how the initial visitors will use different types of uncertainty-reducing technological support, how different task types and different levels of presented information would lead to greater uncertainty reduction. The results would inform practitioners on how these strategies could be useful to reduce uncertainty surrounding new online stores, and ultimately to promote Internet commerce. © 2007 IEEE.
Source Title: 2007 International Conference on Wireless Communications, Networking and Mobile Computing, WiCOM 2007
URI: http://scholarbank.nus.edu.sg/handle/10635/42647
ISBN: 1424413125
DOI: 10.1109/WICOM.2007.951
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