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Order Effect and Vendor Inspection in Online Comparison Shopping

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  • Xu, Yunjie (Calvin)
  • Kim, Hee-Woong

Abstract

In the context of online comparison shopping, the phenomenon of order effect and its impact has profound theoretical and practical significance, as many search engines and shopping portals offer paid placement and paid inclusion in search results. In this study, we investigate how order effects and other market competitive factors work together to attract consumers’ attention to online vendors, which is manifested by the time spent on collecting more vendor information, and the probability of a vendor being included in a consumer’s consideration set. We found that the effect of serial position of a vendor in a list is mediated by consumers’ attention which in turn affects the probability of the vendor being accepted.

Suggested Citation

  • Xu, Yunjie (Calvin) & Kim, Hee-Woong, 2008. "Order Effect and Vendor Inspection in Online Comparison Shopping," Journal of Retailing, Elsevier, vol. 84(4), pages 477-486.
    • Handle: RePEc:eee:jouret:v:84:y:2008:i:4:p:477-486
    DOI: 10.1016/j.jretai.2008.09.007
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    4. Sang-Hyeak Yoon & Hee-Woong Kim, 2019. "What content and context factors lead to selection of a video clip? The heuristic route perspective," Electronic Commerce Research, Springer, vol. 19(3), pages 603-627, September.
    5. Gauzente, Claire & Roy, Yves, 2012. "Message content in keyword campaigns, click behavior, and price-consciousness: A study of millennial consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 78-87.
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    8. Lurie, Nicholas H. & Wen, Na, 2014. "Simple Decision Aids and Consumer Decision Making," Journal of Retailing, Elsevier, vol. 90(4), pages 511-523.
    9. Dant, Rajiv P. & Brown, James R., 2008. "Bridging the B2C and B2B Research Divide: The Domain of Retailing Literature," Journal of Retailing, Elsevier, vol. 84(4), pages 371-397.
    10. Dimitrios Tsekouras & Benedict G. C. Dellaert & Bas Donkers & Gerald Häubl, 2020. "Product set granularity and consumer response to recommendations," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 186-202, March.
    11. Brown, James R. & Dant, Rajiv P., 2009. "The Theoretical Domains of Retailing Research: A Retrospective," Journal of Retailing, Elsevier, vol. 85(2), pages 113-128.
    12. Kamaladevi B, 2009. "Customer Experience Management in Retailing," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 12(34), pages 31-60, (4).
    13. Bruno J.D. Jacobs & Bas Donkers & Dennis Fok, 2016. "Model-Based Purchase Predictions for Large Assortments," Marketing Science, INFORMS, vol. 35(3), pages 389-404, May.
    14. Xu, Xun & Munson, Charles L. & Zeng, Shuo, 2017. "The impact of e-service offerings on the demand of online customers," International Journal of Production Economics, Elsevier, vol. 184(C), pages 231-244.
    15. Breugelmans, Els & Campo, Katia, 2011. "Effectiveness of In-Store Displays in a Virtual Store Environment," Journal of Retailing, Elsevier, vol. 87(1), pages 75-89.
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    17. Grewal, Dhruv & Levy, Michael & Kumar, V., 2009. "Customer Experience Management in Retailing: An Organizing Framework," Journal of Retailing, Elsevier, vol. 85(1), pages 1-14.

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