Professor Pan Yu's team of School of Business and Management published a paper in the International Journal of Electronic Commerce, a top journal in the field of e-commerce

Time:1217,2021View:104


In September 2021, Prof. Pan Yu's team from the Key Laboratory of Applied Brain and Cognitive Sciences of School of Business and Management published a paper "Consumer Vigilance and Choice Overload in Online Shopping" (International Journal of Electronic Commerce, Volume 25, Issue 3, 2021, 25(3), 364-390. https://doi.org/ 10.1080/10864415.2021.1943189) in International Journal of Electronic Commerce, one of the top journals in the field of e-commerce. Prof. Pan Yu is the corresponding author and Prof. Wang Fenghua is the first author.

Is there too much choice in online shopping? Although existing research has focused on the effects of choice overload, few studies have examined choice overload in online shopping contexts. Given the untouchability and categorization mechanisms of online shopping, this study finds that choice overload in online shopping is related to consumer alertness and choice pooling intentionality. Through four experiments, the study found that the size of the online choice set significantly affected consumers' choice difficulty and choice latency, and that consumer vigilance and choice set intentionality moderated this relationship. Specifically, high vigilance increased the negative effect of choice set size on consumer decisions, while choice set intentionality mitigated this negative effect. The contribution of this study is by extending previous predictions of choice overload and proposing a framework for future research involving choice overload, vigilance, and agreeableness.


International Journal of Electronic Commerce is one of the top journals in the field of e-commerce retrieved by both SSCI and SCI, with an impact factor of 4.3 in 2020, has been ranked as the most important academic journal on e-commerce by Business 2.0 magazine and is ranked #1 among the e-commerce research journals published by ACM Communications. The journal is dedicated to advancing the understanding of e-commerce. The journal is dedicated to advancing the understanding and practice of the e-commerce field, providing researchers and practitioners in e-commerce with new perspectives that integrate disciplinary approaches.


Fenghua Wang, Mohan Wang, Yujie Zheng, Jia Jin, and Yu Pan. Consumer Vigilance and Choice Overload in Online Shopping. International Journal of Electronic Commerce, 202125(3), 364-390. doi:10.1080/10864415.2021.1943189.




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