Tracing Consumers’ Decision-Making in Digital Social Shopping Networks

Camille Grange () and Izak Benbasat ()
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Camille Grange: HEC Montreal
Izak Benbasat: University of British Columbia

A chapter in Information Systems and Neuroscience, 2017, pp 1-9 from Springer

Abstract: Abstract Several online businesses consider integrating social network functionalities into their online store, thus creating digital social shopping networks (DSNs). Because friends tend to be trusted or have similar interests, one often expects that shoppers will leverage their connections to simplify choice making and enhance the chances of finding well-suited products. Unfortunately, there is little evidence or theory to justify whether, when, and how this might manifest. In this research, we address this issue by developing a model of how decision-making unfolds in a DSN. The model can be used as a basis for a research program aimed at explaining why, when, and by what means online shoppers leverage their social network or cease leveraging it. We outline the key features of an empirical strategy, which involves process tracing via the use of complementary techniques: navigation recording, verbal protocol and ocular activity.

Keywords: Online shopping; Social networks; Cybernetic theory; Process tracing; Verbal protocols; Eye-tracking (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-319-41402-7_1

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DOI: 10.1007/978-3-319-41402-7_1

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