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Empirical Insights on the Effect of User-Generated Website Features on Micro-Conversions

Author

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  • Christian Holsing

    (Faculty of Business Administration and Economics, University of Hagen, Hagen, Germany)

  • Carsten D. Schultz

    (Faculty of Business Administration and Economics, University of Hagen, Hagen, Germany)

Abstract

Based on 2.91 million user sessions, this study analyzes the effect of user-generated social-shopping features on micro-conversions. In the authors’ specific case of a social shopping community (SSC), the authors define a micro-conversion as a visit to a product-detail page. These visits are a requisite for visits to participating online-shops (click-out) for which the operator of a SSC receives a fee. In addition to general metrics and traditional Website shopping features, several user-generated social shopping features, such as recommendation lists, styles (e.g., user-generated assortments), tags, and user profiles are analyzed. Lists, styles, and tags positively affect the number of micro-conversions indicating their ability to facilitate browsing and product shopping. In contrast, the authors’ results show a negative effect of user profiles on the number of micro-conversions. However, profiles facilitate community building activities. Implications for researchers and management are provided.

Suggested Citation

  • Christian Holsing & Carsten D. Schultz, 2013. "Empirical Insights on the Effect of User-Generated Website Features on Micro-Conversions," International Journal of E-Business Research (IJEBR), IGI Global, vol. 9(4), pages 33-46, October.
    • Handle: RePEc:igg:jebr00:v:9:y:2013:i:4:p:33-46
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