Online consumers are faced with uncertainty as they purchase products without personally experiencing them for themselves, such as through touching, trying on, etc. With the rapid development of web technologies, much of this experience can now be substituted by online tools that provide information through 3-D images, sound clips, and customization tools. We investigated to see whether provided by online tools can accommodate personal evaluation of products the same way across different types of products and gender. To test this moderation effects, we used Lim et al.’s (2012) research model, specifically on the causal relationship between perceived information quality and its determinants. Using EQS 6.1, we ran structural equation modeling (SEM) and Lagrange Multiplier Test (LM Test) to test the sample data of 309 participants.
Lim, Jaejoo, "The Influence of information quality on e-channel choice: Investigating moderating effects of Product types and Gender" (2015). SAIS 2015 Proceedings. 12.