{"title":"认证信息对混合零售平台消费者行为的影响：来自 JD.com 的经验证据","authors":"Yongsheng Zhou, Li Han, Xin Tian, Yingjun Wang","doi":"10.1108/ijrdm-08-2023-0513","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study aims to examine the impact of logistics and merchant certification information on consumer behaviour in hybrid retail platforms. Furthermore, it explores the moderating role of online shopping experience on the certification effect.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>The authors utilize transaction-level data from over 2.5 million consumers involving 30,000 stock keeping units (SKUs) on JD.com in March 2018. They analyse the impact of different types of certification information on consumer behaviour using ordinary linear regression and linear probability models.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The findings reveal that, compared with information without certification, (1) single logistics certification information can enhance consumers' search depth and purchase intention; (2) dual logistics and merchant certification information also has a positive impact on consumer behaviour; and (3) single certification information is more effective for inexperienced consumers, while dual certification is more effective for experienced consumers.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>Theoretically, this study contributes to the literature on certification information in hybrid retail platforms and broadens information communication methods for online shopping. Our discovery is meaningful for managers in locating customers and allocating resources. In addition, we encourage online retailers to utilize certification information to engage consumer.</p><!--/ Abstract__block -->","PeriodicalId":51402,"journal":{"name":"International Journal of Retail & Distribution Management","volume":"53 1","pages":""},"PeriodicalIF":5.5000,"publicationDate":"2024-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Impact of certification information on consumer behaviour in hybrid retail platforms: empirical evidence from JD.com\",\"authors\":\"Yongsheng Zhou, Li Han, Xin Tian, Yingjun Wang\",\"doi\":\"10.1108/ijrdm-08-2023-0513\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>This study aims to examine the impact of logistics and merchant certification information on consumer behaviour in hybrid retail platforms. Furthermore, it explores the moderating role of online shopping experience on the certification effect.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>The authors utilize transaction-level data from over 2.5 million consumers involving 30,000 stock keeping units (SKUs) on JD.com in March 2018. They analyse the impact of different types of certification information on consumer behaviour using ordinary linear regression and linear probability models.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>The findings reveal that, compared with information without certification, (1) single logistics certification information can enhance consumers' search depth and purchase intention; (2) dual logistics and merchant certification information also has a positive impact on consumer behaviour; and (3) single certification information is more effective for inexperienced consumers, while dual certification is more effective for experienced consumers.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>Theoretically, this study contributes to the literature on certification information in hybrid retail platforms and broadens information communication methods for online shopping. Our discovery is meaningful for managers in locating customers and allocating resources. In addition, we encourage online retailers to utilize certification information to engage consumer.</p><!--/ Abstract__block -->\",\"PeriodicalId\":51402,\"journal\":{\"name\":\"International Journal of Retail & Distribution Management\",\"volume\":\"53 1\",\"pages\":\"\"},\"PeriodicalIF\":5.5000,\"publicationDate\":\"2024-05-31\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Retail & Distribution Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/ijrdm-08-2023-0513\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Retail & Distribution Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/ijrdm-08-2023-0513","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Impact of certification information on consumer behaviour in hybrid retail platforms: empirical evidence from JD.com
Purpose
This study aims to examine the impact of logistics and merchant certification information on consumer behaviour in hybrid retail platforms. Furthermore, it explores the moderating role of online shopping experience on the certification effect.
Design/methodology/approach
The authors utilize transaction-level data from over 2.5 million consumers involving 30,000 stock keeping units (SKUs) on JD.com in March 2018. They analyse the impact of different types of certification information on consumer behaviour using ordinary linear regression and linear probability models.
Findings
The findings reveal that, compared with information without certification, (1) single logistics certification information can enhance consumers' search depth and purchase intention; (2) dual logistics and merchant certification information also has a positive impact on consumer behaviour; and (3) single certification information is more effective for inexperienced consumers, while dual certification is more effective for experienced consumers.
Originality/value
Theoretically, this study contributes to the literature on certification information in hybrid retail platforms and broadens information communication methods for online shopping. Our discovery is meaningful for managers in locating customers and allocating resources. In addition, we encourage online retailers to utilize certification information to engage consumer.
期刊介绍：
The competitive retail sector is under pressure to provide efficient services to hold its share of the market. As consumers demand higher levels of service and supply, they are simutaneously wooed by other alternatives like mail order and out of-town-shopping. The International Journal of Retail & Distribution Management provides a link between production and consumer, and by understanding their relationship it allows retail personnel to study operations practice in other organizations, and to compare methodologies.
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