Does online observational learning matter? Empirical evidence from panel data
Does online observational learning matter? Empirical evidence from panel data
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DOI：
10.1016/j.jretconser.2021.102480
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发表时间：
2021-05
影响因子：
10.4
通讯作者：
Jian Lu;Xian Su;Yajing Diao;Nianxin Wang;Bin Zhou
中科院分区：
文献类型：
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作者：
Jian Lu;Xian Su;Yajing Diao;Nianxin Wang;Bin Zhou
产品销售页面上呈现的信息在消费者的购买决策中起着重要作用。本研究探讨了说服力的影响，是否客户的选择很大程度上是由其他人的行为推断的信息驱动，以及这些影响是如何被市场年龄和产品类型调节。结果表明，在线客户的选择显着影响历史累计销售和节省的时间。积极的累积销售额和商店服务质量对产品销售有显著的积极影响。节省的时间对产品销售没有直接影响。对于不同类型的产品，体验型产品节省的次数对产品销售有显著影响，而搜索型产品的店铺服务质量信息对产品销售的影响更大。在线观察学习对产品销售的影响将被产品类型和市场年龄的组合显着调节。这些发现不仅为电子商务研究提供了重要的理论贡献，而且为在线卖家和社交电商平台的管理者提供了实践启示。
The information presented on a product sales page plays an important role in consumers' purchase decisions. This study examines the persuasive effect, whether a customer's choice is heavily driven by information inferred from others' behavior, and how these impacts are moderated by market age and product type. Results show that online customer choice was significantly affected by historical cumulative sales and times saved. Positive cumulative sales and shop service quality have a significant positive impact on product sales. The times saved have no direct impact on product sales. For different types of products, the times saved of experiential products has a significant impact on product sales, while the shop service quality information of search products has a greater impact on product sales. The influence of online observation learning on product sales will be significantly moderated by a combination of product type and market age. These findings not only offer important theoretical contributions to e-commerce research but also provide practical implications for online sellers and managers of social commerce platforms.