Evaluation Set Size and Purchase: Evidence from a Product Search Engine

Choudhary, V; Currim, I; Dewan, S; Jeliazkov, I; Mintz, O; Turner, J

Evaluation Set Size and Purchase: Evidence from a Product Search Engine

Choudhary, V Currim, I Dewan, S Jeliazkov, I Mintz, O

Turner, J

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Publication Type:: Journal Article
Citation:: Journal of Interactive Marketing, 2017, 37 pp. 16 - 31
Issue Date:: 2017-02-01

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Field	Value	Language
dc.contributor.author	Choudhary, V	en_US
dc.contributor.author	Currim, I	en_US
dc.contributor.author	Dewan, S	en_US
dc.contributor.author	Jeliazkov, I	en_US
dc.contributor.author	Mintz, O https://orcid.org/0000-0003-0512-4283	en_US
dc.contributor.author	Turner, J	en_US
dc.date.available	2020-05-25T19:04:37Z
dc.date.issued	2017-02-01	en_US
dc.identifier.citation	Journal of Interactive Marketing, 2017, 37 pp. 16 - 31	en_US
dc.identifier.issn	1094-9968	en_US
dc.identifier.uri	http://hdl.handle.net/10453/110770
dc.description.abstract	© 2016 The last decade has seen a dramatic increase in the popularity of product search engines, yet the analysis of consumer behavior at such sites remains a challenging research problem despite its timeliness and importance. In this article, we develop and estimate a copula model of evaluation set size and purchase behavior employing data from 3,182 hotel searches by customers at a large travel search engine. The model allows us to jointly study purchase behavior, evaluation sets, and their antecedents. Our results reveal that evaluation set size and purchase are negatively correlated and that factors typically presumed to be associated with purchase—i.e., when users sort search results by price or quality, request many rooms, disclose that there are many guests in their party, or arrive from other search engines and/or partner sites—actually relate to larger evaluation sets but lower purchase probability. In contrast, when users filter the search results, we observe smaller evaluation sets and higher purchase probability. The theoretical background and practical implications of our findings suggest that efforts to increase purchases need not necessarily be predicated on cultivating larger evaluation sets.	en_US
dc.relation.ispartof	Journal of Interactive Marketing	en_US
dc.relation.isbasedon	10.1016/j.intmar.2016.07.003	en_US
dc.subject.classification	Marketing	en_US
dc.title	Evaluation Set Size and Purchase: Evidence from a Product Search Engine	en_US
dc.type	Journal Article
utslib.citation.volume	37	en_US
utslib.for	1505 Marketing	en_US
utslib.for	0806 Information Systems	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.publication-status	Published	en_US
pubs.volume	37	en_US

Abstract:

© 2016 The last decade has seen a dramatic increase in the popularity of product search engines, yet the analysis of consumer behavior at such sites remains a challenging research problem despite its timeliness and importance. In this article, we develop and estimate a copula model of evaluation set size and purchase behavior employing data from 3,182 hotel searches by customers at a large travel search engine. The model allows us to jointly study purchase behavior, evaluation sets, and their antecedents. Our results reveal that evaluation set size and purchase are negatively correlated and that factors typically presumed to be associated with purchase—i.e., when users sort search results by price or quality, request many rooms, disclose that there are many guests in their party, or arrive from other search engines and/or partner sites—actually relate to larger evaluation sets but lower purchase probability. In contrast, when users filter the search results, we observe smaller evaluation sets and higher purchase probability. The theoretical background and practical implications of our findings suggest that efforts to increase purchases need not necessarily be predicated on cultivating larger evaluation sets.

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http://hdl.handle.net/10453/110770