Impact of certification information on consumer behaviour in hybrid retail platforms: empirical evidence from JD.com

Purpose

This study aims to examine the impact of logistics and merchant certification information on consumer behaviour in hybrid retail platforms. Furthermore, it explores the moderating role of online shopping experience on the certification effect.

Design/methodology/approach

The authors utilize transaction-level data from over 2.5 million consumers involving 30,000 stock keeping units (SKUs) on JD.com in March 2018. They analyse the impact of different types of certification information on consumer behaviour using ordinary linear regression and linear probability models.

Findings

The findings reveal that, compared with information without certification, (1) single logistics certification information can enhance consumers' search depth and purchase intention; (2) dual logistics and merchant certification information also has a positive impact on consumer behaviour; and (3) single certification information is more effective for inexperienced consumers, while dual certification is more effective for experienced consumers.

Originality/value

Theoretically, this study contributes to the literature on certification information in hybrid retail platforms and broadens information communication methods for online shopping. Our discovery is meaningful for managers in locating customers and allocating resources. In addition, we encourage online retailers to utilize certification information to engage consumer.