Paid media and measurement · Empirical test of a conceptual model using data from an online questionnaire; the publisher page says the model was tested with online shoppers.
Consumer Adoption of Net-Enabled Infomediaries: Theoretical Explanations and an Empirical Test
Jai-Yeol Son, Sung S. Kim, Frederick J. Riggins (2006). Consumer Adoption of Net-Enabled Infomediaries: Theoretical Explanations and an Empirical Test. Journal of the Association for Information Systems. https://doi.org/10.17705/1jais.00094.
Plain-English take
Intention to use the infomediary was a function of perceived efficiency, perceived effectiveness, and perceived ease of use. Shoppers low in asset specificity and high in uncertainty appreciated the infomediary benefits more than other shoppers. For your marketing: Use it to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
How much weight to give this
3/5 Moderate evidence for a specific setting
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Empirical test of a conceptual model using data from an online questionnaire; the publisher page says the model was tested with online shoppers.
367 online shoppers evaluating adoption/use of a net-enabled infomediary website that searches and compares online retailers.
Based on the publisher-described design and comparison; see the article for complete analysis.
Publisher record was fetched directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
Why and how do online shoppers adopt a new infomediary website, and how do the infomediary's utilitarian benefits and the shopper's transaction environment shape adoption intention?
Design
Empirical test of a conceptual model using data from an online questionnaire; the publisher page says the model was tested with online shoppers.
Sample and setting
367 online shoppers evaluating adoption/use of a net-enabled infomediary website that searches and compares online retailers.
Reported result
What the study found
Intention to use the infomediary was a function of perceived efficiency, perceived effectiveness, and perceived ease of use. Shoppers low in asset specificity and high in uncertainty appreciated the infomediary benefits more than other shoppers.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Not stated on the publisher/journal article page fetched in this run.
Possible founder application
Use it to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
Evidence access
Publisher abstract/metadata retrieved; consult the linked paper for full methods and tables.
The journal page describes the study as an empirical test based on an online questionnaire of 367 online shoppers and reports that adoption intention depended on the two utilitarian benefits and perceived ease of use; it also reports stronger appreciation among shoppers low in asset specificity and high in uncertainty. Direct publisher-page retrieval was recorded on 2026-10-09; profile summarizes the accessible record and does not claim independent review of inaccessible full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.