Fit Does Matter! An Empirical Study On Product Fit Uncertainty In Online Marketplaces

This paper examines the antecedents and consequences of product uncertainty in online marketplaces by conceptualizing the dimensions of product uncertainty - description uncertainty (identifying product characteristics), performance uncertainty (inferring product's future performance) and fit uncertainty (matching product's characteristics with buyer's needs), with the focus on product fit uncertainty. It also theorizes the distinction, relationship, and effects of the three dimensions of product uncertainty. Finally, it proposes a set of IT artifacts to reduce product fit uncertainty.