On Product Uncertainty in Online Markets: Theory and Evidence
Dimoka, Angelika, Yili (Kevin) Hong, and Paul A. Pavlou (2011), “On Product Uncertainty in Online Markets: Theory and Evidence,” MIS Quarterly (forthcoming).
http://www.misq.org/skin/frontend/default/misq/pdf/Abstracts/DimokaHongPavlouAbstract.pdf