@article{ff33760300234947b3435d3997112052,
title = "Blazing the trail: Considering browsing path dependence in online service response strategy",
abstract = "Competition on e-commerce platforms is becoming increasingly fierce, due to the ease of online searching for comparing products and services. We examine how the sequential browsing behavior of consumers can enable targeted marketing strategies on e-commerce platforms, by using clickstream data from one of the largest e-commerce platforms in Asia. We deploy duration analysis to i) explore how path dependence can better explain consumers' sequential browsing behavior in different product categories, and ii) characterize the sequential browsing behavior of heterogeneous consumer groups. The findings of our work showcase i) the high accuracy of using sequential browsing path dependence to explain consumer behavior, ii) the patterns of their behavioral intentions and iii) the spell of the behavior of heterogeneous consumer groups. Our findings provide nuanced implications for strategically managing branding, marketing, and customer relations on e-commerce platforms. We discuss the implications of our findings for both research and practice, and we delineate an agenda for future research on the topic.",
keywords = "E-commerce, Business Analytics, Consumer Behavior, Path Dependence, Duration Analysis, CROSS-VALIDATION, BEHAVIOR, FRAMEWORK, DYNAMICS, SEARCH",
author = "Meihua Zuo and Spyros Angelopoulos and Zhouyang Liang and Carol Ou",
note = "Funding Information: This research was funded by the i) Philosophy and Social Science Foundation of Guangdong: Research on the influencing mechanism of customer satisfaction in sharing economy from the perspective of information integration theory (GD19YGL15), ¥50,000 (2020-2022), ii) Philosophy and Social Science Foundation of Guangdong: Research on the co-performance mechanism of scientific research cooperation network and innovation performance funded by the government from the perspective of network dynamics (GD20XGL13), ¥40,000 (2021-2023), iii) Philosophy and Social Science Foundation of Huizhou: Research on the influence mechanism of consumer reference dependence psychology on e-commerce platform service response from the perspective of digital economy, ¥8,000 (2022-2023), iv) Professorial and Doctoral Scientific Research Foundation of Huizhou University: Research on the influence mechanism of brand competition in the spatiotemporal correlation of multimodal data from the perspective of “human-machine-object interaction theory” (2020JB060), ¥150,000 (2020-2022). Publisher Copyright: {\textcopyright} 2022, The Author(s).",
year = "2023",
month = aug,
doi = "10.1007/s10796-022-10311-3",
language = "English",
volume = "25",
pages = "1605--1619",
journal = "Information Systems Frontiers",
issn = "1387-3326",
publisher = "Springer Netherlands",
}