Impact of live chat on purchase in electronics markets
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Impact of live chat on purchase in electronics markets
Impact of Live Chat on Purchase in Electronic Markets: The Moderating Role of Information CuesXue (Jane) TanDepartment of Operations and Decision Tech Impact of live chat on purchase in electronics markets hnologies. Kelley School of Business. Indiana University'.Bloomington. Indiana 47405.janetan@iu.edu Youwei WangDepartment of Information Management and Information Systems. School of Management. Fudan University. Yangpu District. Shanghai 200433. China, ywwang@fodan.edu.cn Yong TanMichael G. Foster Impact of live chat on purchase in electronics markets School of Business. University of Washington. Seattle. Washington 98195. ytan@uw.eduAbstractLive chat tools have emerged as a channel for fostering syImpact of live chat on purchase in electronics markets
nchronous communication between sellers and buyers. The role of live chat in the e-commerce environment, however, is largely underexplored. Using granImpact of Live Chat on Purchase in Electronic Markets: The Moderating Role of Information CuesXue (Jane) TanDepartment of Operations and Decision Tech Impact of live chat on purchase in electronics markets s with high purchase intentions are more likely to initiate live chat in the first place, we find that live chat can increase the purchase probability of tablets by 15.99%. We also investigate how the effect of live chat IS moderated by existing information cues: product sales volumes and seller fee Impact of live chat on purchase in electronics markets dback scores. The substitutional or complementary patterns allow US to understand how live chat tools change the ways consumers evaluate product qualiImpact of live chat on purchase in electronics markets
ty and seller credibility. We observe a substitutional effect of live chat on seller feedback score such that sellers with low feedback scores benefitImpact of Live Chat on Purchase in Electronic Markets: The Moderating Role of Information CuesXue (Jane) TanDepartment of Operations and Decision Tech Impact of live chat on purchase in electronics markets t, indicating a reinforcement effect. Such findings deepen our understanding of the difference between various information cues in electronic markets. As one of the first systematic studies to investigate live chat, our paper contributes to web trust conceptual frameworks With empirical analyses and Impact of live chat on purchase in electronics markets sheds light on practical decisions faced by e-vendors and platform designers.Keywords: live chat, reputation systems, feedback score, sales volume, oImpact of live chat on purchase in electronics markets
nline word-of-mouth, e-commerce. electronic marketElectronic copy available at. https7/ssm.com/abstract=284661 IntroductionThe lack of trust in the coImpact of Live Chat on Purchase in Electronic Markets: The Moderating Role of Information CuesXue (Jane) TanDepartment of Operations and Decision Tech Impact of live chat on purchase in electronics markets n 2004). Both cognition-based factors and emotion-based factors can affect trust. Cognitively, the spatial distance between sellers and buyers leads to uncertainty about product quality and seller credibility. When consumers purchase online, they cannot experience the product or service before makin Impact of live chat on purchase in electronics markets g a payment or have their questions answered 111 a timely fashion. Further. Without face-to-face interactions with the seller, consumers do not know wImpact of live chat on purchase in electronics markets
hether sellers are honestly disclosing the true quality of products and whether they genuinely care about the customers' welfare (Komiak and Benbasat Impact of Live Chat on Purchase in Electronic Markets: The Moderating Role of Information CuesXue (Jane) TanDepartment of Operations and Decision Tech Impact of live chat on purchase in electronics markets lack of human interaction. In brick-and-mortar stores, the salesperson can identify the customers' needs and provide tailored recommendations (Perrault and Brousseau 1989). Such adaptive assistance IS likely to create pleasure, facilitate trust between the transacting parties, and encourage purchasi Impact of live chat on purchase in electronics markets ng (Park et al. 2005). In online shopping, consumers face a static set of information cues, and the lack of interaction reduces purchase intentions (PImpact of live chat on purchase in electronics markets
ark and Lennon 2006).Live chat has the potential to combat the abovementioned issues in computer-mediated marketplaces because It provides a synchronoImpact of Live Chat on Purchase in Electronic Markets: The Moderating Role of Information CuesXue (Jane) TanDepartment of Operations and Decision Tech Impact of live chat on purchase in electronics markets tomers in a real-time fashion. When the live chat function is embedded in an online store, a customer can initiate a conversation with a human web assistant by clicking the "chat” button on the webpage. Live chat tools have shown their effectiveness in improving customer satisfaction and boosting pu Impact of live chat on purchase in electronics markets rchase probability. According to a survey conducted by Forrester Research (Strotlikamp et al. 2010). ‘•Around 44% of online consumers say that havingImpact of live chat on purchase in electronics markets
questions answered by a live person while in the middle of an online purchase IS one of the most important features a Web Site can offer.” AT&T claimeImpact of Live Chat on Purchase in Electronic Markets: The Moderating Role of Information CuesXue (Jane) TanDepartment of Operations and Decision Tech Impact of live chat on purchase in electronics markets s high as 20% after introducing live chat (Wagner 2010). Wells Fargo claimed to see both high satisfaction and a1 An e-vendor IS a supplier that sells goods or sen ice online. We interchangeably use e-vendor and sellers. When referring to sellers, we imply the context of an online marketplace.2Elect Impact of live chat on purchase in electronics markets ronic copy available at. https://ssm.com/abstract=2846661double-digit increase in conversion rates with the use of live chat tools (Strothkamp et al.Impact of live chat on purchase in electronics markets
2010). Despite such industry reports and anecdotes, no empirical examination has been conducted to quantify how live chat affects the decision to purcImpact of Live Chat on Purchase in Electronic Markets: The Moderating Role of Information CuesXue (Jane) TanDepartment of Operations and Decision Tech Impact of live chat on purchase in electronics markets ge this gap. Thus. the first goal of our research is to quantify the effet t of live chat on the decision to purchase.A comprehensive understanding of live chai requires an investigation of its interaction with existing information cues in online marketplaces. Specifically, we focus on Iwo informati Impact of live chat on purchase in electronics markets on cues: seller feedback score and product past sales volume. Seller feedback score has been studied extensively in the reputation system as a predomiImpact of live chat on purchase in electronics markets
nant mechanism that facilitates trust between online sellers and buyers, making it possible for strangers to transact online (Ba and Pavlou 2002). RepImpact of Live Chat on Purchase in Electronic Markets: The Moderating Role of Information CuesXue (Jane) TanDepartment of Operations and Decision Tech Impact of live chat on purchase in electronics markets ack scores are the sums of all numerical ratings of products sold by the same seller. Consumers use this measure to gauge sellers’ credibility. Throughout the paper, we use reputation and feedback scores interchangeably.Although reputation systems drive sellers to behave m a trustworthy maimer (Wald Impact of live chat on purchase in electronics markets en 2000). they can also generate market inefficiency when sellers enter the market sequentially. Due to buyers’ dependency-on reputation measures, newImpact of live chat on purchase in electronics markets
sellers’ initial cost of establishing a reputation is high. This potentially deters high-quality sellers to enter the market (Ba and Pavlou 2002). FeImpact of Live Chat on Purchase in Electronic Markets: The Moderating Role of Information CuesXue (Jane) TanDepartment of Operations and Decision Tech Impact of live chat on purchase in electronics markets buyers, sellers, after establishing an initial reputation for honesty, may cheat occasionally (Bakos and Dellarocas 2011). Moreover, a seller may gam positive feeriback from selling cheap products and use that reputation to attract buyers who intend to buy expensive products (Su et al. 2006). This Impact of live chat on purchase in electronics markets renders the difficulty' for customers to effectively make purchase decisions based on reputation, and tools that can substitute for reputation are higImpact of live chat on purchase in electronics markets
hly desired. Tims, Oil?- second goal is to examine the substitutional or complementary patterns between live chat and seller feedback scores.Another iImpact of Live Chat on Purchase in Electronic Markets: The Moderating Role of Information CuesXue (Jane) TanDepartment of Operations and Decision Tech Impact of live chat on purchase in electronics markets Cheung et al. 2014). A higher past sales volume IS believed to indicate higher quality because It reflects the collective evaluation of the crowd (Ye3Electronic copy available at. https7/ssm.com/abstract=2846661https://khothuvien.cori!and Fang 2013). According to information cascade theory (Duan et Impact of live chat on purchase in electronics markets al. 2009). consumers likely form their decisions based on others' choices, making online adoption a preferential process of attachment to a product, wImpact of live chat on purchase in electronics markets
hereby the "rich get richer" (Banerjee 1992; Bikhchandani et al. 1992). The presence of live chat may influence such a preferential attachment processImpact of Live Chat on Purchase in Electronic Markets: The Moderating Role of Information CuesXue (Jane) TanDepartment of Operations and Decision Tech Impact of live chat on purchase in electronics markets patterns between live chat and past sales volume.To achieve these research goals, we use large-scale granular data from Alibaba, one of the largest online marketplaces in the world. The data are from March 2013 to June 2013 and focus on a homogeneous market of Apple and Samsung tablets. The data pr Impact of live chat on purchase in electronics markets ovide an ideal means to address our research goals. First, Alibaba has a reputation system similar to that of eBay, where feedback is collected afterImpact of live chat on purchase in electronics markets
each transaction. The feedback is aggregated into reputational measures, including feedback scores, and made publicly consumable. More importantly. AlGọi ngay
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