Differential Effects of Device Modalities and Exposure to Online Reviews on Online Purchasing: A Field Study

IF 5.4 2区 管理学 Q1 BUSINESS Journal of Advertising Pub Date : 2022-07-14 DOI:10.1080/00913367.2022.2090466
Larry Olanrewaju Orimoloye, A. Scheinbaum, Monika Kukar‐Kinney, Tiejun Ma, M. Sung, Johnnie E. V. Johnson
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引用次数: 2

Abstract

Abstract We model the effect of online information search across mobile (smartphone and tablet) and nonmobile (personal computer [PC], both desktop and laptop) platforms on frequency of purchasing per online shopping session. Using clickstream data from a multinational retailer, we find that device modality drives purchase frequency, likely due to the differential ease of use of PCs, tablets, and smartphones. In particular, frequency of completed orders is highest when information search and purchase completion are highly convenient, such as when shopping via tablet. We also determine that information search in the form of reading online product reviews has no effect on mobile platforms, while it does on other platforms. These findings contribute to information search theory, suggesting that information search increases purchase likelihood when it is goal directed, extensive, and easy to conduct. Thus, the broad role of digital advertising should be to make the information search process easier and more convenient for consumers to stimulate purchases. These findings help digital advertisers understand information search patterns across device modalities. Implications for digital advertisers on electronic commerce (e-commerce) platforms are offered.
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设备方式和在线评论对在线购买的差异影响:一项实地研究
摘要我们模拟了移动(智能手机和平板电脑)和非移动(台式机和笔记本电脑)平台上的在线信息搜索对每次在线购物频率的影响。使用来自一家跨国零售商的点击流数据,我们发现设备模式驱动了购买频率,这可能是由于PC、平板电脑和智能手机的易用性不同。特别是,当信息搜索和购买完成非常方便时,例如通过平板电脑购物时,完成订单的频率最高。我们还确定,以阅读在线产品评论的形式进行的信息搜索在移动平台上没有影响,而在其他平台上有影响。这些发现有助于信息搜索理论,表明当信息搜索是目标导向的、广泛的且易于进行时,它会增加购买的可能性。因此,数字广告的广泛作用应该是使信息搜索过程更容易、更方便消费者刺激购买。这些发现有助于数字广告商了解跨设备模式的信息搜索模式。提供了对电子商务平台上的数字广告商的启示。
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来源期刊
CiteScore
11.20
自引率
10.50%
发文量
55
期刊介绍: The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.
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