The rapidly increasing number of products available online ironically requires consumers to spend excessive time and efforts for searching the relevant product information. As a result, it is getting popular among online consumers to use the curated shopping, which can help consumers by providing a short list of products that are carefully selected by professional curators. In this study, we examined how the risk and value of curated shopping perceived by consumers affect their decision to use the curated shopping. Through empirical analysis, we found that the perceived convenience, efficiency of curated shopping, and the degree of shopping fatigue as positive factors that increase the intention to use curated shopping. On the other hand, the perceived financial risk was found to be a significant negative factor. Furthermore, it was interesting to find that previous experience of curated shopping acts as a moderator, which affect the strength of the above relationships. The academic and practical implications of these findings were discussed.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.