Management Science and Information Systems' Seminar（2017-05）

Topic:Impacts of Product Display Formats and Shopping Motivation on Consumersrsquo Online Product Search

Speaker:Zhenhui Jiang,National University of Singapore

Time:Wednesday, May. 3th, 13:00--14:30

Place:Room K01, No.2 Guanghua Building

Abstract:

We investigate the effects of interface designs on consumerrsquos approach and herd behavior on social commerce sites. Specifically, we compare two prevailing formats of product display, i.e., a matrix format vs. a waterfall format. Based on environmental psychology model and cue selection effect, we propose that product display formats influence consumer product search behavior on online social commerce platforms and the effects are further moderated by consumerrsquos shopping motivation. We conducted an eye-tracking experiment using 120 subjects. Our empirical findings suggest that (1) the waterfall format leads to more visit time on the interface and more products viewed for consumers with recreation-oriented motivation but not for those with task-oriented motivation in contrast, the matrix format leads to more approach behavior for consumers with task-oriented motivation but not for those with recreational motivation (2) compared to the matrix format, the waterfall format leads consumers to pay less attention on popular product and hence reduces consumerrsquos herd behavior (3) the decrease in consumerrsquos herd behavior caused by the waterfall format is more prominent for consumers with task-oriented motivation than for those with recreation-oriented motivation. Theoretical contributions and practical implications are discussed.

Introduction:

Zhenhui (Jack) Jiang is an Associate Professor in the Department of Information Systems of National University of Singapore and Affiliate Professor in NUS Business Analytics Centre. He is Chair of SIGHCI of Association for Information Systems. He served as Assistant Dean (Graduate Studies) in NUS School of Computing from 2013-2016. His research interests include the design and evaluation of social media, information privacy, electronic commerce, and human computer interaction. Dr. Jiangrsquos work has been published in top Information Systems journals, such asMIS Quarterly,Information Systems Research, andJournal of MIS, and top Human Computer Interaction conferences, such asCHI. He has served on the editorial board ofMIS Quarterly(AE),IEEE Transactions of Engineering Management,Journal of AIS, among others. Prof. Jiang has extensive teaching experience, including EMBA teaching and Executive Education at NUS Business School and Lee Kuan Yew School of Public Policy, as well as International MBA teaching at Tsinghua University. He is Special Term Visiting Professor at Peking University and was a visiting scholar at MIT Sloan School of Management.

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