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Wake up and search for coffee: Considering the circadian rhythm of consumers on online marketplaces
Liang,Zhouyang Angelopoulos ,Spyros Zuo,M. Ou,Carol
Liang,Zhouyang
Angelopoulos ,Spyros
Zuo,M.
Ou,Carol
Abstract
Online marketplaces are characterised by rapid product updates and understanding consumer variety-seeking behaviour (VSB) is paramount for brands operating in this landscape. The literature, however, has fallen short of considering that consumers’ optimal stimulation level (OSL) may vary based on their degree of stimulus–response to the heterogeneity of circadian rhythm. We draw upon the OSL theory and delve into the interplay between VSB and circadian rhythm heterogeneity, uncovering patterns and their relationship for data-driven decision-making. By employing real-world data from an online marketplace, we reveal that VSB peaks in the early mornings, while gradually tapering off. We also find that older consumers exhibit heightened VSB in the afternoons and early mornings compared to younger ones. Conversely, during the evenings, males display greater VSB than females. Our findings contradict existing theoretical intuition and contemporary industry practices, while by considering them, brands can gain a competitive advantage on online marketplaces.
Description
Publisher Copyright: © 2024 Elsevier Inc.
Date
2024-11
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Keywords
Consumer heterogeneity, Circadian rhythm, Variety-seeking behaviour, Transaction records, Hierarchical Bayesian Model, Digital platforms, SDG 9 - Industry, Innovation, and Infrastructure, SDG 12 - Responsible Consumption and Production
Citation
Liang, Z, Angelopoulos , S, Zuo, M & Ou, C 2024, 'Wake up and search for coffee: Considering the circadian rhythm of consumers on online marketplaces', Journal of Business Research, vol. 184, 114901, pp. 1-10. https://doi.org/10.1016/j.jbusres.2024.114901
License
info:eu-repo/semantics/openAccess