文献类型：期刊文献

英文题名：The behavioral analysis of choice difficulty states during clothing online shopping

作者：Chen, Yumiao[1]; Yang, Zhongliang[2]

机构：[1] School of Art, Design and Media, East China University of Science and Technology, Shanghai, China; [2] College of Mechanical Engineering, Donghua University, Shanghai, China

年份：2020

卷号：33

期号：4

起止页码：577

外文期刊名：International Journal of Clothing Science and Technology

收录：EI(收录号：20204609498141)

语种：英文

外文关键词：Electronic commerce - Behavioral research - Sales - Purchasing

摘要：Purpose: Choice overload in e-commerce induces choice difficulty, which is detrimental to shopping decision-making. The purpose of this paper is to provide relatively simple and effective methods and indicators to detect and assess the choice difficulty states of customers during clothing online shopping. Design/methodology/approach: In order to find out the behavioral performance of choice difficulty states during clothing online shopping, the authors performed the following steps: at first, the authors conducted an experiment to record the videos of the purchasing process during clothing online shopping. Then, the authors carried out the behavioral analysis of customers, correlating each behavioral index to choice difficulty states. Findings: The results of the behavioral analysis in this study have indicated that three types of behavior were significantly correlated to the choice difficulty states of customers. Practical implications: It is expected that it would be possible to use the threshold values of behavioral indicators to determine whether and when the customer is suffering from choice phobia disorder. Based on the findings, a recommender system with timely interventions to help customers with choice difficulty to make shopping decisions will be developed in the future. Originality/value: This is the first reported study that explores the possibility of using behavioral indicators to detect choice difficulty, which will remain helpful to the scientific community to start further customer-centered research work and development of clothing online shopping. ? 2020, Emerald Publishing Limited.