Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/42678
Title: How to display branded and non-branded products in the online shopping website
Authors: Li, M.-X.
Tan, C.-H.
Teo, H.-H. 
Wei, K.-K.
Keywords: Brand context
Cognition
Decision-making
Information presentation
Issue Date: 2010
Source: Li, M.-X.,Tan, C.-H.,Teo, H.-H.,Wei, K.-K. (2010). How to display branded and non-branded products in the online shopping website. ICIS 2010 Proceedings - Thirty First International Conference on Information Systems. ScholarBank@NUS Repository.
Abstract: Comparison-Shopping websites (e.g. MySimon.com) help consumers to select and compare products in the online shopping process. The influence of these information-aggregating intermediaries on consumer decision-making has been a focal interest in Information Systems area. In this research, we argue that it is alternatives set composition (i.e., the list of branded and non-branded products) rather than alternatives set size that affects consumer choice behavior. We conducted a series of experiments to investigate the impact of alternatives set size and alternatives set composition on consumers' decisions. Our findings provide much support to our proposition that as the proportion of branded products increases, decision-makers are more likely to be not inclined to make a choice. However, in the event that buyers do make a purchase, they are more likely to choose a non-branded product. Implications for future research and practice will be discussed.
Source Title: ICIS 2010 Proceedings - Thirty First International Conference on Information Systems
URI: http://scholarbank.nus.edu.sg/handle/10635/42678
ISBN: 9780615418988
Appears in Collections:Staff Publications

Show full item record
Files in This Item:
There are no files associated with this item.

Page view(s)

50
checked on Dec 9, 2017

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.