从比较到购买：共同访问相关产品的在线行为对消费者购买的影响

IF 8.2 2区管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS

Information & Management Pub Date : 2024-02-08 DOI:10.1016/j.im.2024.103938

Shuixia Chen , Eric W.T. Ngai , Fei Xiao , Zeshui Xu

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引用次数: 0

摘要

本研究探讨了对相关共同访问产品的在线行为对购买重点产品的影响。研究认为，品牌、在线评论和消费者经验会调节这些影响。实证研究结果表明，不同维度的网络行为在购买焦点产品时发挥着不同的作用。此外，不同品牌的相关共同访问产品具有显著的高效应。对于负面评论率低的相关共同访问产品和经验有限的消费者来说，效果也会增加。本研究强调了在线行为的影响，并提出了鼓励顾客购买的相关意义，从而为相关文献做出了贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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From comparison to purchasing: Effects of online behavior toward associated co-visited products on consumer purchase

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.

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来源期刊

Information & Management 工程技术-计算机：信息系统

CiteScore

17.90

自引率

6.10%

发文量

123

审稿时长

1 months

期刊介绍： Information & Management is a publication that caters to researchers in the field of information systems as well as managers, professionals, administrators, and senior executives involved in designing, implementing, and managing Information Systems Applications.