Modeling shopping cart decisions with heterogeneous product involvement and reviews

H. Gao, Carol Ou, H.W. Liu

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Abstract

The most recent consumer propensity study by SAP indicates that online shopping cart abandonment is high and the associated reasons are complex. In order to examine this phenomenon, we construct online SCA decision as a discrete choice model (DCM) and capture consumer segments by a latent class model (LCM) in this research-in-progress (RIP) paper, grounded on the theories of product involvement, word of mouth, and consumer heterogeneity. We will apply the clickstream dataset from 78,746 consumers at a large Chinese online platform to verify the proposed models in future study. The objective of this research project is to scrutinize the heterogeneous impacts of product involvement and online reviews on shopping cart decision-making in view of individual-level sequential behavior and the associated products in the form of stock-keeping-unit items. We conclude this RIP paper with the discussion of potential theoretical contributions and managerial implications.
Original languageEnglish
Title of host publicationProceedings of the 23rd Pacific Asia Conference on Information Systems (PACIS)
Place of PublicationXi’an, China
Number of pages8
Publication statusPublished - 2019
Event23rd Pacific Asia Conference on Information Systems - Xi'an, China
Duration: 8 Jul 201912 Jul 2019

Conference

Conference23rd Pacific Asia Conference on Information Systems
Abbreviated titlePACIS 2019
CountryChina
CityXi'an
Period8/07/1912/07/19

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Gao, H., Ou, C., & Liu, H. W. (2019). Modeling shopping cart decisions with heterogeneous product involvement and reviews. In Proceedings of the 23rd Pacific Asia Conference on Information Systems (PACIS) http://www.pacis2019.org/wd/Submissions/PACIS2019_paper_574.pdf