Aggregated rating and personal rating both play important roles in consumer decisionmaking. However, uncertainty still remains as to whether aggregated rating and personal rating interactively affect consumers' perception of online consumer review. To address this gap, this research examined the interaction between these two types of ratings on perceived review usefulness and its underlying neural mechanisms by applying the eventrelated potentials (ERPs) approach. Behaviorally, when the aggregated rating was low, a high personal rating was deemed to be less useful than a low personal rating; however, when the aggregated rating was high, perceived review usefulness did not differ between high and low personal ratings. ERPs data provided further support for the behavioral pattern. A high personal rating induced a smaller late positive potential (LPP) component than a low personal rating when the aggregated rating was low; but the effect of personal rating disappeared when the aggregated rating was high. Importantly, ERPs results suggest that consumers went through a series of cognitive processes from processing of informational conflict (N400) to evaluative categorization (LPP) when completing the usefulness judgment task.
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.
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