How to display branded and non-branded products in the online shopping website

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review

2 Scopus Citations
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Author(s)

  • Meng-Xiang Li
  • Chuan-Hoo Tan
  • Hock-Hai Teo
  • Kwok-Kee Wei

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publicationICIS 2010 Proceedings - Thirty First International Conference on Information Systems
Publication statusPublished - 2010

Conference

Title31st International Conference on Information Systems (ICIS 2010)
PlaceUnited States
CitySaint Louis
Period12 - 15 December 2010

Abstract

Comparison-Shopping websites (e.g. MySimon.com) help consumers to select and compare products in the online shopping process. The influence of these information-aggregating intermediaries on consumer decision-making has been a focal interest in Information Systems area. In this research, we argue that it is alternatives set composition (i.e., the list of branded and non-branded products) rather than alternatives set size that affects consumer choice behavior. We conducted a series of experiments to investigate the impact of alternatives set size and alternatives set composition on consumers' decisions. Our findings provide much support to our proposition that as the proportion of branded products increases, decision-makers are more likely to be not inclined to make a choice. However, in the event that buyers do make a purchase, they are more likely to choose a non-branded product. Implications for future research and practice will be discussed.

Research Area(s)

  • Brand context, Cognition, Decision-making, Information presentation

Citation Format(s)

How to display branded and non-branded products in the online shopping website. / Li, Meng-Xiang; Tan, Chuan-Hoo; Teo, Hock-Hai et al.
ICIS 2010 Proceedings - Thirty First International Conference on Information Systems. 2010.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review