The Impact of Topological Structure, Product Category, and Online Reviews on Co-Purchase:: A Network Perspective

• Hongming Gao ^[1]
  1. [1] Guangzhou University

     Guangzhou University

     China

     
• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 18, Nº. 1, 2023, págs. 548-570
• Idioma: inglés
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• Resumen

  • Understanding the relationships within product co-purchasing is crucial for designing effective cross-selling and recommendation systems in e-commerce. While researchers often detect co-purchase rules based on product attributes, this study explores the influence of consumer behavior preferences and electronic word-of-mouth (eWOM) on co-purchase formation by analyzing the topological network structure of products. Data were collected from a major Chinese e-retailer and analyzed using an exponential random graph model (ERGM) to identify the factors affecting the formation of follow-up purchases between products: the role of topological structure, product category, and online product reviews. The results showed that the co-purchase network was a sparse small-world network, with a product degree of centrality that positively impacted its sales volume within the network, suggesting a concentration effect. Cross-category purchases significantly contribute to the formation of co-purchase relationships, with a differential homophily effect. Positive ratings and review volumes were found to be key factors impacting this co-purchase formation. In addition, a higher inconsistency of positive ratings among products decreases the likelihood of co-purchase. These findings contribute to the literature on eWOM and electronic networks, and have valuable implications for e-commerce managers.