“…Consumers who purchase products with high utilitarian quality tend to focus on cognitive aspects such as "economic value for the money, convenience, and time savings" (Overby & Lee, 2006, p. 1161. In this sense, consumers will feel more comfortable searching for information online because online information covers product attributes more effectively (Flavián et al, 2016) with its convenience, rich information, objectivity, and flexibility (Riquelme & Román, 2014). Utilitarian products can be evaluated more effectively online because consumers can easily locate and compare merchants, products, and attributes in a shorter time (Grewal, Gopalkrishnan, Krishnan, & Sharma, 2003;Mathwick, Malhotra, & Rigdon, 2001).…”