Title of Document:
DYNAMIC CONSUMER DECISION MAKING PROCESS IN E-COMMERCE Wei Shi PhD Candidate in Marketing, 2011
Dr. Michel Wedel PepsiCo Professor of Consumer Science Marketing Department, Robert H. Smith School of Business 3303 Van Munching Hall
This dissertation studies the dynamic decision making process in E-commerce. In the first essay, we use eye tracking to investigate how consumers make information acquisition decisions on attribute-by-product matrices in online choice environment such as comparison websites. Hierarchical Hidden Markov Model is used to describe this process. The model consists of three connected hierarchical layers: a lower layer that describes the eye movements, a middle layer that identifies product- and attribute-based information acquisition modes, and an upper layer that flexibly captures switching between these modes over time. Findings of a controlled experiment show that low-level properties of the eye and the visual brain play an important role in dynamic information acquisition. Consumer switch frequently between two acquisition modes, and higher switching frequency increases decision time and reduces easiness of decision making.
These results have implications for web design and online retailing, and may open new directions for research and theories of online choice. The second essay investigates how usage experience with different types of decision aids contributes to the evolution of online shopping behavior over time. In the context of online grocery stores, we categorize four types of decision aids that are commonly available, namely, those 1) for nutritional needs, 2) for brand preference, 3) for economic needs, and 4) personalized shopping lists. We construct a Non-homogeneous Hidden Markov Model of category purchase incidence and purchase quantity, in which parameters are allowed to vary over time across hidden states as driven by usage experience with different decision aids. The dataset was collected during the period when the retailer first launched its web business, which makes it particularly suited to study the evolution of online purchase behavior. We estimate the model for the spaghetti sauce and liquid detergent categories. Results indicate that four types of decisions influence evolution of purchase behavior differently. Findings from this study enrich the understanding of how purchase behavior may evolve over time in online stores, and provide valuable insights for online retailers to improvement the design of their store environments.
DYNAMIC CONSUMER DECISION MAKING PROCESS IN E-COMMERCE
Dissertation submitted to the Faculty of the Graduate School of the University of Maryland, College Park, in partial fulfillment of the requirements for the degree of Doctor of Philosophy 2011
Advisory Committee: Dr. Michel Wedel, Chair Dr. Jie Zhang Dr. Michael Trusov Dr. P.K. Kannan Dr. Ginger Zhe Jin
© Copyright by Wei Shi 2011
I am heartily thankful to my advisor, Dr. Michel Wedel, whose encouragement, caring, guidance and support enabled me to explore the exciting new subject and complete this dissertation. The joy and enthusiasm he has for research is contagious and motivational for me, even during tough times in the Ph.D. pursuit. I would like to thank Dr. Jie Zhang, who sets an example of a great researcher for her rigor and passion on research. She has assisted, advised, and supported my research and writing efforts over the last five years. I am also grateful for Dr. Michael Trusov, who has generously given his time and expertise to better my work, and helped me to gain a different perspective to the research problem. Special thanks goes to Dr. P.K. Kannan and Dr. Ginger Zhe Jin, who graciously agreed to serve on my defense committee. I am also in debt to Dr. Rik Pieters, whose remarkable insights and valuable suggestions have contributed greatly to the completion of this...
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