多样性(政治)
独创性
营销
实证研究
产品(数学)
产品类别
消费者行为
业务
心理学
计算机科学
社会心理学
数学
统计
社会学
几何学
创造力
人类学
作者
Xiaosong Dong,Hanqi Tu,Hanzhe Zhu,T. Liu,Xing Zhao,Kai Xie
出处
期刊:Asia Pacific Journal of Marketing and Logistics
[Emerald (MCB UP)]
日期:2023-11-06
卷期号:36 (4): 936-956
被引量:1
标识
DOI:10.1108/apjml-05-2023-0395
摘要
Purpose This study aims to explore the opposite effects of single-category versus multi-category products information diversity on consumer decision making. Further, the authors investigate the moderating role of three categories of visitors – direct, hesitant and hedonic – in the relationship between product information diversity and consumer decision making. Design/methodology/approach The research utilizes a sample of 1,101,062 product click streams from 4,200 consumers. Visitors are clustered using the k-means algorithm. The diversity of information recommendations for single and multi-category products is characterized using granularity and dispersion, respectively. Empirical analysis is conducted to examine their influence on the two-stage decision-making process of heterogeneous online visitors. Findings The study reveals that the impact of recommended information diversity on consumer decision making differs significantly between single-category and multiple-category products. Specifically, information diversity in single-category products enhances consumers' click and purchase intention, while information diversity in multiple-category products reduces consumers' click and purchase intention. Moreover, based on the analysis of online visiting heterogeneity, hesitant, direct and hedonic features enhance the positive impact of granularity on consumer decision making; while direct features exacerbate the negative impact of dispersion on consumer decision making. Originality/value First, the article provides support for studies related to information cocoon. Second, the research contributes evidence to support the information overload theory. Third, the research enriches the field of precision marketing theory.
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