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

Shuixia Chen; Wai Ting Ngai; Fei  Xiao; Zeshui  Xu

doi:10.1016/j.im.2024.103938

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

Shuixia Chen
, Wai Ting Ngai
, Fei Xiao
, Zeshui Xu

Department of Management and Marketing

Research output: Journal article publication › Journal article › Academic research › peer-review

13 Citations (Scopus)

Abstract

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.

Original language	English
Article number	103938
Pages (from-to)	103938
Journal	Information and Management
Volume	61
Issue number	3
DOIs	https://doi.org/10.1016/j.im.2024.103938
Publication status	Published - Apr 2024

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

Consumer purchase
Online consumer behavior
Associated co-visited product
E-commerce
Machine learning

More information

10.1016/j.im.2024.103938

Cite this

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

abstract = "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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AU - Xu, Zeshui

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KW - Consumer purchase

KW - Online consumer behavior

KW - Associated co-visited product

KW - E-commerce

KW - Machine learning

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