Wake Up and Search for Coffee: Considering the Circadian Rhythm in Product Variety-Seeking

27 Pages Posted: 13 Apr 2022

See all articles by Zhouyang Liang

Zhouyang Liang

Guangdong University of Technology

Spyros Angelopoulos

Durham University Business School

Meihua Zuo

Guangdong University of Technology

Carol Xiaojuan Ou

Tilburg University

Date Written: March 10, 2022

Abstract

Consumers’ variety-seeking behavior on online marketplaces has received considerable attention in marketing research. We contribute to this line of work by further exploring the relationship between variety-seeking behavior and consumers’ circadian rhythm heterogeneity, using transaction data from one of the biggest online marketplaces. We find that, in general, the degree of consumers’ variety-seeking behavior is higher in the evenings than in the mornings. Meanwhile, consumers who make purchases in the mornings seek for relatively more variety than those purchasing in the afternoons. For each heterogeneous group, younger consumers opt for more variety than others in the evenings, while the degree of variety-seeking behavior in the afternoons is positively correlated with the age of consumers. Our findings suggest that online marketplaces can boost the effectiveness of personalized recommendations by considering the heterogeneity of consumer circadian rhythms.

Keywords: Consumer heterogeneity, Circadian rhythm, Variety-seeking behavior, Personalized recommendation, Transaction records, Hierarchical Bayesian model

Suggested Citation

Liang, Zhouyang and Angelopoulos, Spyros and Zuo, Meihua and Ou, Carol Xiaojuan, Wake Up and Search for Coffee: Considering the Circadian Rhythm in Product Variety-Seeking (March 10, 2022). Available at SSRN: https://ssrn.com/abstract=4059495 or http://dx.doi.org/10.2139/ssrn.4059495

Zhouyang Liang

Guangdong University of Technology ( email )

No. 100 Waihuan Xi Road
Guangzhou Higher Education Mega Center
Guangzhou, Panyu 510006
China

Spyros Angelopoulos (Contact Author)

Durham University Business School ( email )

Mill Hill Lane
Durham, DH1 3LB
United Kingdom

Meihua Zuo

Guangdong University of Technology ( email )

No. 100 Waihuan Xi Road
Guangzhou Higher Education Mega Center
Guangzhou, Panyu 510006
China

Carol Xiaojuan Ou

Tilburg University ( email )

P.O. Box 90153
Tilburg, DC Noord-Brabant 5000 LE
Netherlands

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