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DIGITAL NUDGING TO PROMOTE SUSTAINABLE CONSUMER BEHAVIOR? AN EXPERIMENTAL ANALYSIS IN ONLINE FASHION RETAIL

2023 | European Conference On Information Systems | Citations: 0
Authors: Schürmann, Christina; Helinski, Cindy; Koch, Julia; Westmattelmann, Daniel; Schewe, Gerhard

Abstract: Online fashion retail is gaining importance and faces challenges in addressing ... Expand

Abstract: Online fashion retail is gaining importance and faces challenges in addressing its environmental impact. Targeting sustainable product choices presents an opportunity to contribute to the sustainable development of online retail. This can be accomplished through digital nudging, a technique influencing consumer behavior. Based on nudging theory, an online experiment is conducted employing simplification and social norm nudges to examine their impact on sustainable product choice in online retail. A dataset of 461 participants is analyzed using contingency analysis and logistic regression. The results reveal that the simplification nudge increases sustainable product choice. Contrarily, the social norm nudge positively affects the non-nudged sustainable product choice. Further, the simplification nudge negatively affects subsequent sustainable behavior, while the social norm nudge shows insignificant effects, indicating negative spillover effects of the simplification nudge. Finally, theoretical implications and recommendations for introducing digital nudging tools to promote sustainable choices in online retail are derived. Collapse

Semantic filters: consumer behaviour theory

Topics: social norm consumer behavior logistics management decision making intrinsic motivation

Methods: regression analysis method experiment logistic regression experimental group survey

Theories: consumer behaviour theory
Training Personalized Recommender Systems with Biased Data: A Joint Likelihood Approach to Modeling Consumer Self-selection Behaviors

2021 | International Conference on Information Systems | Citations: 0
Authors: Shi, Yansong; Wang, Cong; Guo, Xunhua; Chen, Guoqing

Abstract: Conventional recommender systems (RSs) rely on consumers' feedback like product ... Expand

Abstract: Conventional recommender systems (RSs) rely on consumers' feedback like product ratings to elicit parameters for personalized recommendations. Such an approach suffers severely from the biases caused by consumers' self-selection behaviors. RSs fed with biased input may reinforce the biases and result in biased models that are incapable to effectively predict consumer preferences. By examining the holistic process of consumer purchase and rating, three types of self-selection biases, i.e., the exposure, acquisition, and under-report biases, are considered in this paper. To mitigate these biases in training RSs, we propose a generative modeling approach that jointly incorporates consumer behavioral patterns in the exposure, purchase, and rating stages. To rigorously evaluate the performance of the proposed approach, two bias-free datasets are used as testbeds. The experimental results show that the proposed approach outperforms state-of-the-art methods. Our research contributes to the literature and practice of RSs by providing an innovative debiasing approach to dealing with biased input. Collapse

Semantic filters: consumer behaviour theory

Topics: recommender system decision making electronic commerce

Methods: survey experiment computational algorithm descriptive statistic design artifact

Theories: consumer behaviour theory
Leveraging Image-Processing Techniques for Empirical Research: Feasibility and Reliability in Online Shopping Context
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2021 | Information Systems Frontiers | Citations: 0
Authors: Wang, Mengyue; Li, Xin; Chau, Patrick Y. K.

Abstract: Photos play a critical role in online shopping. To examine their impact on consu ... Expand

Abstract: Photos play a critical role in online shopping. To examine their impact on consumers, most previous studies rely on human assessments to develop measures for photos. Such an approach limits the number of dimensions and samples that can be investigated in one study. This study exploits image-processing techniques to tackle this challenge. We develop a framework and differentiate two types of computer-generated measures, aggregative and decompositive measures, which may be used in different ways in empirical research. We review the major image-processing technologies that have potential to be used in consumer behavior research. To showcase the feasibility of the framework, we conduct an example study on product photos’ impact on consumer click-through. Moreover, we conduct a simulation to investigate the robustness of the framework under the attack of image-processing algorithm errors. We find that image-processing techniques with 90~95% accuracy will be sufficient for empirical research. Collapse

Semantic filters: consumer behaviour theory

Topics: electronic commerce consumer behavior knowledge representation website web page

Methods: image processing simulation econometric modeling computational algorithm experiment

Theories: consumer behaviour theory
When and How to Leverage E-commerce Cart Targeting: The Relative and Moderated Effects of Scarcity and Price Incentives with a Two-Stage Field Experiment and Causal Forest Optimization
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2019 | Information Systems Research | Citations: 0
Authors: Luo, Xueming; Lu, Xianghua; Li, Jing

Abstract: The rise of online shopping cart–tracking technologies enables new opportunities ... Expand

Abstract: The rise of online shopping cart–tracking technologies enables new opportunities for e-commerce cart targeting (ECT). However, practitioners might target shoppers who have short-listed products in their digital carts without fully considering how ECT designs interact with consumer mindsets in online shopping stages. This paper develops a conceptual model of ECT that addresses the question of when (with versus without carts) and how to target (scarcity versus price promotion). Our ECT model is grounded in the consumer goal stage theory of deliberative or implemental mindsets and supported by a two-stage ﬁeld experiment involving more than 22,000 mobile users. The results indicate that ECT has a substantial impact on consumer purchases, inducing a 29.9% higher purchase rate than e-commerce targeting without carts. Moreover, this incremental impact is moderated: the ECT design with a price incentive ampliﬁes the impact, but the same price incentive leads to ineffective e-commerce targeting without carts. By contrast, a scarcity message attenuates the impact but signiﬁcantly boosts purchase responses to targeting without carts. Interestingly, the costless scarcity nudge is approximately 2.3 times more effective than the costly price incentive in the early shopping stage without carts, whereas a price incentive is 11.4 times more effective than the scarcity message in the late stage with carts. We also leverage a causal forest algorithm that can learn purchase response heterogeneity to develop a practical scheme of optimizing ECT. Our model and ﬁndings empower managers to prudently target consumer shopping interests embedded in digital carts to capitalize on new opportunities in e-commerce. Collapse

Semantic filters: consumer behaviour theory

Topics: electronic commerce consumer behavior accounting web page marketing management

Methods: field experiment experiment robustness check computational algorithm randomized field experiment

Theories: consumer behaviour theory goal theory
Impact of Live Chat on Purchase in Electronic Markets: The Moderating Role of Information Cues
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2019 | Information Systems Research | Citations: 18
Authors: Tan, Xue (Jane); Wang, Youwei; Tan, Yong

Abstract: Live chat tools have emerged as a channel for fostering synchronous communicatio ... Expand

Abstract: Live chat tools have emerged as a channel for fostering synchronous communication between sellers and buyers. The role of live chat in the e-commerce environment, however, is largely underexplored. Using granular data from Alibaba, we examine the effect of live chat on consumers’ purchase decisions. After controlling for the selection process that customers with high purchase intention are more likely to initiate live chat in the ﬁrst place, we ﬁnd that live chat can increase purchase probability of tablets by 15.99%. We also investigate how the effect of live chat is moderated by existing information cues: product sales volume and seller feedback score. The substitutional or complementary patterns allow us to understand how live chat tools change the ways consumers evaluate product quality and seller credibility. We observe a substitutional effect of live chat on seller feedback score such that sellers with low feedback score beneﬁt more from live chat conversations than sellers with high score. On the contrary, products with high past sales volume sell better after live chat, indicating a reinforcement effect. Such ﬁndings deepen our understanding of the difference between various information cues in electronic markets. As one of the ﬁrst systematic studies to investigate live chat, our paper contributes to web trust conceptual frameworks with empirical analyses and sheds light on practical decisions faced by e-vendors and platform designers. Collapse

Semantic filters: consumer behaviour theory

Topics: tablet electronic market online reputation system mobile phone consumer behavior

Methods: robustness check instrumental variables estimation descriptive statistic computational algorithm

Theories: consumer behaviour theory theory of reasoned action
Trade-Offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics Across the Purchase Funnel
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2019 | Information Systems Research | Citations: 0
Authors: Todri, Vilma; Ghose, Anindya; Singh, Param Vir

Abstract: Digital advertisers often harness technology-enabled advertising-scheduling stra ... Expand

Abstract: Digital advertisers often harness technology-enabled advertising-scheduling strategies, such as ad repetition at the individual consumer level, in order to improve advertising effectiveness. However, such strategies might elicit annoyance in consumers as indicated by anecdotal evidence, such as the popularity of ad-blocking technologies. Our study captures this trade-off between effective and annoying display advertising. We propose a hidden Markov model that allows us to investigate both the enduring impact of display advertising on consumers’ purchase decisions and the potential of persistent display advertising to stimulate annoyance in consumers. Additionally, we study the structural dynamics of these advertising effects by allowing them to be contingent on the latent state of the funnel path in which each consumer resides. Our findings demonstrate that a tension exists between generating interest and triggering annoyance in consumers; whereas display advertising has an enduring impact on transitioning consumers further down the purchase funnel, persistent display advertising exposures beyond a frequency threshold can have an adverse effect by increasing the chances that consumers will be annoyed. Investigating the dynamics of these annoyance effects, we reveal that consumers who reside in different stages of the purchase funnel exhibit considerably different tolerance for annoyance stimulation. Our findings also reveal that the format of display advertisements and the level of diversification of ad creatives as well as consumer demographics moderate consumers’ thresholds for annoyance elicitation. For instance, advertisers can reduce annoyance elicitation as a result of frequent display advertising exposures when they use static rather than animated display ads as well as when they diversify the display ad creatives shown to consumers. Our paper contributes to the literature on digital advertising and consumer annoyance and has significant managerial implications for the online advertising ecosystem. Collapse

Semantic filters: consumer behaviour theory

Topics: marketing management banner advertising advertising management online advertising consumer behavior

Methods: robustness check simulation descriptive statistic hidden Markov model computational algorithm

Theories: consumer behaviour theory
Examining the Advertising Effectiveness and Annoyance Dynamics

2017 | International Conference on Information Systems | Citations: 0
Authors: Ghose, Anindya; Singh, Param Vir; Todri, Vilma

Abstract: Digital advertisers often harness technology-enabled advertising scheduling stra ... Expand

Abstract: Digital advertisers often harness technology-enabled advertising scheduling strategies, such as ad repetition at the consumer level, to improve advertising effectiveness. However, such strategies can elicit annoyance in consumers, who increasingly deploy ad-blocking technologies. Our study captures this trade-off between effective and annoying display advertising. We propose a hidden Markov model (HMM) that allows us to investigate both the enduring impact of display advertising on consumers' purchase decisions and the potential of persistent display advertising to stimulate annoyance in consumers. Additionally, we study the structural dynamics of these display advertising effects by allowing the corresponding effects to be contingent on the latent state of the funnel path in which consumers reside. Our findings demonstrate a tension exists between generating interest and triggering annoyance in consumers; whereas display advertising has an enduring impact on transitioning consumers further down in the funnel path, display-advertising exposures beyond a frequency threshold can have an adverse effect by increasing the probability that consumers will be annoyed. Investigating the dynamics of these annoyance effects, we reveal that consumers who reside in different stages of the funnel path exhibit considerably different tolerance for annoyance stimulation. Our paper contributes to the scant but important literature of annoyance effects in digital advertising and has significant managerial implications for the online advertising ecosystem. Collapse

Semantic filters: consumer behaviour theory

Topics: marketing management banner advertising advertising management online advertising website

Methods: hidden Markov model descriptive statistic simulation Markov chain stochastic model

Theories: consumer behaviour theory
The stickiness intention of group-buying websites: The integration of the commitment–trust theory and e-commerce success model
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2016 | Information & Management | Citations: 0
Authors: Wang, Wei-Tsong; Wang, Yi-Shun; Liu, En-Ru

Abstract: The success of consumer-to-business (C2B) group-buying websites (GBWs) relies he ... Expand

Abstract: The success of consumer-to-business (C2B) group-buying websites (GBWs) relies heavily on consumers’ relationships with the GBWs, a topic not yet adequately investigated in the existing literature. In addition, there is a transition from the technical and/or transactional views in e-commerce studies to a relational view. However, such studies have focused on business-to-consumer contexts. By integrating the e-commerce success model and commitment–trust theory, we developed a model of GBW stickiness, which is examined using data collected from 280 GBW users. The results indicated that relationship commitment, trust, and satisfaction were key determinants of stickiness intention. Theoretical and practical implications are also discussed. Collapse

Semantic filters: consumer behaviour theory

Topics: electronic commerce website customer satisfaction virtual teamwork data quality

Methods: survey regression analysis method partial least squares regression Student's t-test structural equation modeling

Theories: commitment-trust theory consumer behaviour theory
Effect of social commerce factors on user purchase behavior: An empirical investigation from renren.com
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2015 | International Journal of Information Management | Citations: 0
Authors: Bai, Yan; Yao, Zhong; Dou, Yi-Fan

Abstract: As a new type of e-commerce, social commerce is an emerging marketing form in wh ... Expand

Abstract: As a new type of e-commerce, social commerce is an emerging marketing form in which business is conducted via social networking platforms. It is playing an increasingly important role in inﬂuencing consumers’ purchase intentions. Social commerce uses friendships on social networking platforms, such as Facebook and Twitter, as the vehicle for social sharing about products or sellers to induce interest in a product, thereby increasing the purchase intention. In this paper, we develop and validate a conceptual model of how social factors, such as social support, seller uncertainty, and product uncertainty, inﬂuence users’ purchasing behaviors in social commerce. This study aims to provide an understanding of the relationship between user behavior and social factors on social networking platforms. Using the largest social networking website in China, renren.com, this study ﬁnds that social support, seller uncertainty, and product uncertainty affect user behaviors. The results further show that social factors can signiﬁcantly enhance users’ purchase intentions in social shopping. Collapse

Semantic filters: consumer behaviour theory

Topics: social commerce social network electronic commerce user behavior social media

Methods: survey data transformation partial least squares regression literature study theoretical contribution

Theories: consumer behaviour theory lemon market theory
Developing online health communities through digital media
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2014 | International Journal of Information Management | Citations: 17
Authors: Hajli, M. Nick

Abstract: a b s t r a c tTwenty-first century's advancement in information technologies a ... Expand

Abstract: a b s t r a c tTwenty-first century's advancement in information technologies and the emergence of online communities have considerably influenced the online communication channels between patients and health service providers. Online health communities are now popular venues for health information sharing, yet little is known about the benefits in developing countries such as Iran. The aim of this case is to investigate on online health communities in Iran and to have a better understanding of consumer's behaviour using health services. The case integrates social support theory and social media concepts with traditional consumer behaviour theory, notably satisfaction. Using a content analysis of three online health communities indicates the value of social media in developing service quality in health industry. Collapse

Semantic filters: consumer behaviour theory

Topics: electronic health social media service quality digital media data quality

Methods: qualitative content analysis

Theories: consumer behaviour theory

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Found 18 articles

DIGITAL NUDGING TO PROMOTE SUSTAINABLE CONSUMER BEHAVIOR? AN EXPERIMENTAL ANALYSIS IN ONLINE FASHION RETAIL

Training Personalized Recommender Systems with Biased Data: A Joint Likelihood Approach to Modeling Consumer Self-selection Behaviors

Leveraging Image-Processing Techniques for Empirical Research: Feasibility and Reliability in Online Shopping Context

When and How to Leverage E-commerce Cart Targeting: The Relative and Moderated Effects of Scarcity and Price Incentives with a Two-Stage Field Experiment and Causal Forest Optimization

Impact of Live Chat on Purchase in Electronic Markets: The Moderating Role of Information Cues

Trade-Offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics Across the Purchase Funnel

Examining the Advertising Effectiveness and Annoyance Dynamics

The stickiness intention of group-buying websites: The integration of the commitment–trust theory and e-commerce success model

Effect of social commerce factors on user purchase behavior: An empirical investigation from renren.com

Developing online health communities through digital media