Does Pre-login Search Matter? Evidence from a Mobile Commerce Platform

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dc.contributor.authorHe, Qiaodan
dc.contributor.authorZhang, Luna
dc.contributor.authorZhang, Dawei
dc.contributor.authorYao, Yuliang
dc.date.accessioned2022-12-27T19:19:18Z
dc.date.available2022-12-27T19:19:18Z
dc.date.issued2023-01-03
dc.description.abstractAn 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.
dc.format.extent10
dc.identifier.doi10.24251/HICSS.2023.699
dc.identifier.isbn978-0-9981331-6-4
dc.identifier.other2e4a5fbe-44c1-4a5a-a503-c58e3a34d580
dc.identifier.urihttps://hdl.handle.net/10125/103333
dc.language.isoeng
dc.relation.ispartofProceedings of the 56th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectDigital Transformations of Business Operations
dc.subjectchoice overload
dc.subjectmobile commerce
dc.subjectpost-login search
dc.subjectpre-login search
dc.subjectrecommender systems
dc.titleDoes Pre-login Search Matter? Evidence from a Mobile Commerce Platform
dc.type.dcmitext
prism.startingpage5751

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