Not Registered? Please Sign Up First: A Randomized Field Experiment on the Ex Ante Registration Request
Not Registered? Please Sign Up First: A Randomized Field Experiment on the Ex Ante Registration Request
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DOI：
10.1287/isre.2021.0999
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发表时间：
2021-05
期刊：
影响因子：
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通讯作者：
Ni Huang;Probal Mojumder;Tianshu Sun;Jinchi Lv;Joseph M. Golden
中科院分区：
文献类型：
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作者：
Ni Huang;Probal Mojumder;Tianshu Sun;Jinchi Lv;Joseph M. Golden
在线商务网站经常要求用户在网上购物过程中注册。认识到用户注册的挑战，许多网站选择推迟其注册请求，直到转换漏斗结束(即事后注册请求)。《信息系统研究》的一项新研究探索了另一种方法，即要求用户在购物之旅开始时在网站上注册(即事前注册请求)。这项研究的作者黄妮(休斯顿大学)、普罗巴尔·莫琼德(南加州大学)、孙天舒(南加州大学)、金驰(南加州大学)和约瑟夫·M·戈登(Collage.com)表明，事前请求会导致用户注册的概率增加。此外，事前要求从长期来看会导致客户购买量的大幅增加，而在短期内不会对销售额产生重大影响。对长期和短期影响的进一步调查提供了几个潜在机制的提示性证据，例如公司发起的互动(例如，电子邮件营销活动)和筛选低兴趣用户(即网站初始估值较低且可能处于空闲状态的用户)。本研究对电子商务网站用户注册系统的设计具有一定的管理意义。
Online commerce websites often request users to register in the online shopping process. Recognizing the challenges of user registration, many websites opt to delay their registration request until the end of the conversion funnel (i.e., ex post registration request). A new study in Information Systems Research explores an alternative approach by asking users to register with the website at the beginning of their shopping journey (i.e., ex ante registration request). The authors of the study, Ni Huang (University of Houston), Probal Mojumder (University of Southern California), Tianshu Sun (University of Southern California), Jinchi Lv (University of Southern California), and Joseph M. Golden (Collage.com), show that the ex ante request leads to an increased probability of user registration. Furthermore, the ex ante request leads to considerable increases in customer purchases in the long run and does not significantly influence sales in the short run. Further investigation into the long-term and short-term effects provides suggestive evidence on several potential mechanisms, such as firm-initiated interaction (e.g., email marketing campaigns) and screening of low-interest users (i.e., users with low initial valuations of the website and in a potentially disengaged state). This study provides managerial implications on the design of user-registration systems in e-commerce websites.