From comparison to purchasing: Effects of online behavior toward associated co-visited products on consumer purchase

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.