Quotation Dorner, Verena, Ivanova, Olga, Scholz, Michael. 2013. Think Twice Before You Buy! How Recommendations Affect Three-Stage Purchase Decision Processes. In Proceedings of the International Conference on Information Systems (ICIS), Hrsg. R.L. Baskerville, M. Chau, 4278-4297. Milan, Italy: None.


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Abstract

Consumer decision-making is usually modeled as a two-stage process of initial screening and subsequent in-depth consideration of attractive alternatives. Recent evidence indicates, however, that consideration is not necessarily the direct precursor of choice: consumers may narrow their consideration sets further to the choice set. We examine how choices in a three-stage purchase decision process evolve by observing consumer behavior in an online shopping experiment. Specifically, we examine the effects of system- and user-generated recommendations (SGR and UGR) moderated by gender. Our contribution to information systems research is threefold. First, we suggest a new experimental design for observing the stages in purchasing processes. Second, we show that effects of SGR and UGR indeed vary between stages. UGR reduce consideration set size and increase females’ choice probability while SGR reduce males’ transition probabilities. Third, our results suggest that omitting choice set formation can lead to incorrect estimates of choice probabilities.

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Publication's profile

Status of publication Published
Affiliation External
Type of publication Contribution to conference proceedings
Language English
Title Think Twice Before You Buy! How Recommendations Affect Three-Stage Purchase Decision Processes
Title of whole publication Proceedings of the International Conference on Information Systems (ICIS)
Editor R.L. Baskerville, M. Chau
Page from 4278
Page to 4297
Location Milan, Italy
Year 2013
ISBN 978-1-62993-426-6
Open Access N

Associations

People
Dorner, Verena (Details)
External
Ivanova, Olga (University of Passau, Germany)
Scholz, Michael (University of Passau, Germany)
Organization
Institute for Digital Ecosystems IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5367 Management information systems (Details)
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