Bai, S. and Zhou, J. and Han, Chunjia and Yang, Mu (2025) From reviews to product titles: how to nudge consumer purchase decisions. Electronic Commerce Research and Applications 73 (101539), ISSN 1567-4223.
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Abstract
Amidst the fierce competition in the online retail environment, the key to a retailer’s success lies in achieving and maintaining a product that stands out. This study aims to determine the nudging effect of product title phrasing on consumer purchasing behavior, providing insights for online retailers into consumers' perceived preferences and offering recommendations to enhance purchase intent. This study uses data from JD.com's self-branded products to investigate the impact of consumer perception on product titles. To capture the degree of customer perceived fit of product titles in their reviews, we propose a perceived fit intensity index, measured through topic modeling and string matching techniques. A multiple regression model examining the relationship between product perception and sales reveals that keywords in product titles significantly affect consumers’ purchasing decisions. These findings inform the design of phrasing nudges for product titles. The effectiveness of these nudges is further validated through additional online experiments. This study focuses on the impact of product titles on sales in online retail platforms, providing a detailed analysis of how keywords influence consumer purchasing behavior. Our findings offer practical insights into optimizing product titles for better sales performance, and contribute to the existing literature on online retailing and nudge theory.
Metadata
| Item Type: | Article |
|---|---|
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Chunjia Han |
| Date Deposited: | 04 Sep 2025 15:54 |
| Last Modified: | 05 Sep 2025 16:19 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/56093 |
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