In this paper, we examine the relationship between information quantity gathered by customers and the purchasing behavior. Our empirical analysis is based on a dataset of consumer-commodity-level browsing and purchase behaviors from Taobao, the biggest online shopping platform in China. Our model captures the quadratic form by which information quantity influences the purchase behavior. The inference of the result is that the information quantity received by users is a double sword in selling products. More knowledge of the products may offset shoppers’ willingness to buy when the number of viewing is large. Moreover, we consider the interactive effects of other behaviors such as adding to the shopping cart and adding to the favorite list. The results show that adding to the shopping cart increases the concavity of the quadratic form, representing not only a signal of the willingness, but also hesitation. Meanwhile, adding to the favorite list won’t increase the concavity.
Jiang, Jingyi; Wang, Ziang; and Ying, Hao, "More Information or Less? Evidence from the Biggest Online Shopping Platform in China" (2020). PACIS 2020 Proceedings. 116.
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