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Evaluation Set Size and Purchase: Evidence from a Product Search Engine

Choudhary, Vidyanand, Currim, Imran S., Dewan, Sanjeev, Jeliazkov, Ivan, Mintz, Ofer and Turner, John, Evaluation Set Size and Purchase: Evidence from a Product Search Engine (July 3, 2016), Journal of Interactive Marketing.

Posted: 14 Aug 2016 Last revised: 9 Dec 2016

Vidyanand Choudhary

University of California, Irvine - Information Systems Area

Imran S. Currim

Independent

Sanjeev Dewan

University of California, Irvine - Paul Merage School of Business

Ivan Jeliazkov

Independent

John Turner

University of California, Irvine - Paul Merage School of Business

Ofer Mintz

Louisiana State University, Baton Rouge - E.J. Ourso College of Business Administration

Date Written: July 3, 2016

Abstract

The last decade has seen a dramatic increase in the popularity of product search engines, yet the analysis of consumer behavior at such sites remains a challenging research problem despite its timeliness and importance. In this article, we develop and estimate a copula model of evaluation set size and purchase behavior employing data from 3,182 hotel searches by customers at a large travel search engine. The model allows us to jointly study purchase behavior, evaluation sets, and their antecedents. Our results reveal that evaluation set size and purchase are negatively correlated and that factors typically presumed to be associated with purchase – i.e., when users sort search results by price or quality, request many rooms, disclose that there are many guests in their party, or arrive from other search engines and/or partner sites – actually relate to larger evaluation sets but lower purchase probability. In contrast, when users filter the search results, we observe smaller evaluation sets and higher purchase probability. The theoretical background and practical implications of our findings suggest that efforts to increase purchases need not necessarily be predicated on cultivating larger evaluation sets.

Keywords: Evaluation Set Size, Purchase, Product Search Engines, Copula Model, E-Commerce, Bayesian Estimation

Suggested Citation

Choudhary, Vidyanand and Currim, Imran S. and Dewan, Sanjeev and Jeliazkov, Ivan and Turner, John and Mintz, Ofer, Evaluation Set Size and Purchase: Evidence from a Product Search Engine (July 3, 2016). Choudhary, Vidyanand, Currim, Imran S., Dewan, Sanjeev, Jeliazkov, Ivan, Mintz, Ofer and Turner, John, Evaluation Set Size and Purchase: Evidence from a Product Search Engine (July 3, 2016), Journal of Interactive Marketing.. Available at SSRN: https://ssrn.com/abstract=2821840

Vidyanand Choudhary

University of California, Irvine - Information Systems Area ( email )

Irvine, CA
United States
949-824-8469 (Fax)

Imran S. Currim (Contact Author)

Independent ( email )

No Address Available

Sanjeev Dewan

University of California, Irvine - Paul Merage School of Business ( email )

Irvine, CA 92697-3125
United States

Ivan Jeliazkov

Independent ( email )

No Address Available

John Turner

University of California, Irvine - Paul Merage School of Business ( email )

Irvine, CA California 92697-3125
United States

HOME PAGE: http://faculty.sites.uci.edu/turnerjg/

Ofer Mintz

Louisiana State University, Baton Rouge - E.J. Ourso College of Business Administration ( email )

Baton Rouge, LA 70803-6308
United States

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