How do sellers use live chat to influence consumer purchase decision in China?
作者：
Highlights：
• We show that consumers who chat with sellers tend to make a purchase.
• The effect of seller’s behaviors in live chat conversations is evaluated.
• We extract product quality- and fit-related contents through content analysis.
• Fast and frequent replies from sellers can increase consumers' possibility to purchase.
• Product fit-related contents exert crucial effect, underlining urgency to reduce product fit uncertainty.
摘要
•We show that consumers who chat with sellers tend to make a purchase.•The effect of seller’s behaviors in live chat conversations is evaluated.•We extract product quality- and fit-related contents through content analysis.•Fast and frequent replies from sellers can increase consumers' possibility to purchase.•Product fit-related contents exert crucial effect, underlining urgency to reduce product fit uncertainty.
论文关键词：Behavioral research,Big data,China,Communication,Data analytics,E-commerce,Live chat,Purchase decisions,Social presence,Uncertainty reduction
论文评审过程：Received 17 September 2017, Revised 11 January 2018, Accepted 11 January 2018, Available online 31 January 2018, Version of Record 2 February 2018.
论文官网地址：https://doi.org/10.1016/j.elerap.2018.01.003
