Promoting or inhibiting? The impact of the information cocoon on customer stickiness in e-commerce platforms: The moderating role of decision-making style

Abstract

The information cocoon, a phenomenon prevalent on digital platforms, significantly influences customer experiences. However, its impact remains debated, and it is still unclear whether it facilitates or hinders customer engagement. This study develops and empirically tests a conditional process model to examine how the information cocoon influences customer stickiness within the context of e-commerce platforms. The findings indicate that the effect of the information cocoon on customer stickiness is dual-edged and contingent upon customers’ decision-making styles. In addition, the underlying mechanisms through which the information cocoon affects different dimensions of customer stickiness, namely purchase stickiness and visit stickiness, are not the same. This study expands the application scope and theoretical boundaries of the information cocoon concept, highlights its dual impact on customer stickiness, and deepens the theoretical understanding of how customer stickiness develops.