Abstract
In highly competitive and information-overloaded e-commerce environments, converting consumer browsing into actual purchases is a critical challenge. This study examines how multidimensional digital consumer engagement (i.e., cognitive, affective, and behavioural engagement) influences online purchase behaviour and how paid membership status moderates these effects. Using clickstream data from JD.com, we employ fixed-effects logistic regression to estimate the relationships. The empirical results show that all three engagement dimensions increase purchase probability. Paid membership status negatively moderates the effect of cognitive engagement, while it does not significantly influence affective or behavioural engagement. These findings highlight the different roles of digital engagement types and the conditional effects of paid membership on purchase behaviour, offering theoretical insights into the consumer engagement framework and practical guidance for e-commerce platforms to improve conversion rates.
Recommended Citation
Qin, Yuxuan; Zhu, Xiaoxi; Zhang, Ying; Wang, Xinwei; and Bai, Xue, "From Browsing to Buying: An Empirical Investigation of
Digital Engagement and Paid Membership in E-commerce
Purchase Decisions" (2025). ACIS 2025 Proceedings. 272.
https://aisel.aisnet.org/acis2025/272