在线评论与产品介入对虚拟购物车选择决策的影响研究——基于消费者介入理论

doi:10.16381/j.cnki.issn1003-207x.2018.1727

Abstract

Abstract: Examining the non-buying behavior such as abandoning shopping carts enriches consumer decision-making theory, and helps e-commerce develop better personalized marketing strategies. In accordance with Consumer Involvement theory, three product involvement are elaborated, i.e., Time-, Attention-, and Tag-involvement. Online reviews and the effect of time dependency within product involvement are also considered. Applying a clickstream dataset from JD.com, a discrete choice model is proposed to model the virtual shopping cart decision-making. The result shows that(1) Time-involvement has a positive effect on the shopping cart abandonment, and stronger on purchase.(2)The higher Attention-involvement implies the lower probability of shopping cart abandonment, yet consumers' purchasing intention decreases either.(3)Tag-involvement negatively associates with shopping cart abandonment. The cross-elasticity simulation is conducted. The visualization shows (4) products with higher Tag-involvement are susceptible to negative reviews, leading to abandonment. Time-involvement and the proportion of negative reviews, positively and steadily affect the likelihood of abandoning shopping cart. Finally, a theoretical basis for customized recommendation and online review management is provided.

Key words: shopping cart abandonment, product involvement, online reviews, clickstream

CLC Number:

GAO Hong-ming, LIU Hong-wei, ZHAN Ming-jun, FAN Meng-ting, LIANG Zhou-yang. Research on the Impact of Online Reviews and Product Involvement on Virtual Shopping-Cart Decision-making Based on Consumer Involvement[J]. Chinese Journal of Management Science, 2021, 29(6): 211-222.

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Research on the Impact of Online Reviews and Product Involvement on Virtual Shopping-Cart Decision-making Based on Consumer Involvement

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