Does Pre-login Search Matter? Evidence from a Mobile Commerce Platform
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Date
2023-01-03
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5751
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An increasing number of consumers enjoy shopping through mobile devices. When consumers use a mobile app, they can choose whether to log in with their accounts. We argue that pre-login search plays a critical role in affecting consumers’ purchase decisions, although it has largely been overlooked in the literature. Using clickstream data, we adopt different econometric models to examine whether and how pre-login search affects the likelihood of purchase. Our results show that pre-login search behaviors are as important as post-login search to consumers’ purchase decisions. We also demonstrate that consumers’ purchase propensity increases at a diminishing rate with an increasing search effort during both pre- and post-login periods. Based on recommender systems (RSs) and paradox of choice theory, our results contribute to the burgeoning literature on consumer behavior in mobile commerce and provide novel insights to the strategic usage of RSs. Finally, we discuss theoretical and managerial implications.
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Digital Transformations of Business Operations, choice overload, mobile commerce, post-login search, pre-login search, recommender systems
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10
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Proceedings of the 56th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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