Consumers seek different information depending on the attributes of each product. Conventional wisdom states that experience goods are known to be better for traditional channels (physical stores) while search goods are amenable to electronic channels (virtual shopping sites). However, recent research reveals that consumers show no preference of the tangibility about the experience good. Drawing on media richness theory we attempt to identify the role of perceived richness of web-enabled information. Contrary to the common acceptance that only search goods are amenable to e-channel transactions, we anticipate that the moderating effect of web-facilitated experience helps lessen the negative effect of experience attributes of products on the choice of e-channel to buy experience goods.