TY - JOUR
T1 - From comparison to purchasing
T2 - Effects of online behavior toward associated co-visited products on consumer purchase
AU - Chen, Shuixia
AU - Ngai, Eric W. T.
AU - Xiao, Fei
AU - Xu, Zeshui
PY - 2024/4
Y1 - 2024/4
N2 - This study explores the effects of online behavior toward associated co-visited products on purchasing focal products. The effects are proposed to be moderated by brands, online reviews, and consumer experience. Empirical findings show that different dimensions of online behavior play distinctive roles in purchasing focal products. Furthermore, associated co-visited products across different brands have a significantly high effect. The effect also increases for associated co-visited products with low rates of negative reviews and for consumers with limited experience. This study contributes to the literature by highlighting the effects of online behavior and presenting the related implications for encouraging customer purchases. © 2024 Elsevier B.V.
AB - This study explores the effects of online behavior toward associated co-visited products on purchasing focal products. The effects are proposed to be moderated by brands, online reviews, and consumer experience. Empirical findings show that different dimensions of online behavior play distinctive roles in purchasing focal products. Furthermore, associated co-visited products across different brands have a significantly high effect. The effect also increases for associated co-visited products with low rates of negative reviews and for consumers with limited experience. This study contributes to the literature by highlighting the effects of online behavior and presenting the related implications for encouraging customer purchases. © 2024 Elsevier B.V.
KW - Associated co-visited product
KW - Consumer purchase
KW - E-commerce
KW - Machine learning
KW - Online consumer behavior
UR - http://www.scopus.com/inward/record.url?scp=85184843020&partnerID=8YFLogxK
UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-85184843020&origin=recordpage
U2 - 10.1016/j.im.2024.103938
DO - 10.1016/j.im.2024.103938
M3 - RGC 21 - Publication in refereed journal
SN - 0378-7206
VL - 61
JO - Information & Management
JF - Information & Management
IS - 3
M1 - 103938
ER -