Differential Effects of Device Modalities and Exposure to Online Reviews on Online Purchasing: A Field Study

Abstract

We model the effect of online information search across mobile (smartphone and tablet) and nonmobile (personal computer [PC], both desktop and laptop) platforms on frequency of purchasing per online shopping session. Using clickstream data from a multinational retailer, we find that device modality drives purchase frequency, likely due to the differential ease of use of PCs, tablets, and smartphones. In particular, frequency of completed orders is highest when information search and purchase completion are highly convenient, such as when shopping via tablet. We also determine that information search in the form of reading online product reviews has no effect on mobile platforms, while it does on other platforms. These findings contribute to information search theory, suggesting that information search increases purchase likelihood when it is goal directed, extensive, and easy to conduct. Thus, the broad role of digital advertising should be to make the information search process easier and more convenient for consumers to stimulate purchases. These findings help digital advertisers understand information search patterns across device modalities. Implications for digital advertisers on electronic commerce (e-commerce) platforms are offered.

Acknowledgments

In addition to the company that provided the data, we thank participants at the Journal of Marketing author development seminar at the 2020 American Marking Association Winter Academic Conference.

Additional information

Notes on contributors

Larry Olanrewaju Orimoloye

Larry Olanrewaju Orimoloye (PhD, University of Southampton) is a research fellow, Center for Risk Research, Southampton Business School, University of Southampton.

Angeline Close Scheinbaum

Angeline Close Scheinbaum (PhD, University of Georgia) is the Dan Duncan Professor of Sports Marketing and an associate professor of marketing, Wilbur O. and Ann Powers College of Business, Clemson University.

Monika Kukar-Kinney

Monika Kukar-Kinney (PhD, Indiana University) is a professor of marketing and the F. Carlyle Tiller chair in business, Robins School of Business, University of Richmond.

Tiejun Ma

Tiejun Ma (PhD, University of Edinburgh) is an associate professor of decision and risk analysis, Center for Risk Research, Southampton Business School, University of Southampton.

Ming-Chien Sung

Ming-Chien Sung (PhD, University of Southampton) is a professor of risk and decision sciences, Center for Risk Research, Southampton Business School, University of Southampton.

Johnnie Johnson

Johnnie Johnson (PhD, University of Southampton) is a professor of decision and risk analysis, Nottingham Business School, Nottingham Trent University.