This study explores the effects of online behavior toward associated co-visited products on purchasing focal products. The effects are proposed to be moderated by brands, online reviews, and consumer experience. Empirical findings show that different dimensions of online behavior play distinctive roles in purchasing focal products. Furthermore, associated co-visited products across different brands have a significantly high effect. The effect also increases for associated co-visited products with low rates of negative reviews and for consumers with limited experience. This study contributes to the literature by highlighting the effects of online behavior and presenting the related implications for encouraging customer purchases.

中文翻译：

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从比较到购买：针对相关共同访问产品的在线行为对消费者购买的影响


本研究探讨了相关共同访问产品的在线行为对购买焦点产品的影响。建议通过品牌、在线评论和消费者体验来调节影响。实证结果表明，不同维度的在线行为在购买焦点产品中发挥着不同的作用。此外，不同品牌的相关共同访问产品具有显着的高效应。对于负面评论率较低的相关共同访问产品和经验有限的消费者来说，这种影响也会增加。这项研究通过强调在线行为的影响并提出鼓励客户购买的相关影响，为文献做出了贡献。