The Impact of Live Chat on Purchase Decision in Online Outsourcing Platform:The Moderating Effect of Prior Experience
作者单位：Hangzhou Normal University Zhejiang University Zhejiang University of Finance & Economics
会议名称：《第十六届（2021）中国管理学年会》
会议日期：2021年
学科分类：0402[教育学-心理学(可授教育学、理学学位）] 12[管理学] 040203[教育学-应用心理学] 04[教育学] 1201[管理学-管理科学与工程(可授管理学、工学学位)]
关 键 词：live chat online outsourcing platform informative signals affective signals prior experience
摘 要：This study examines the role of live chat on purchase decision in online outsourcing *** granular data from Zhubajie,the results show that both affective signals（e.g.,politeness and sentiment） and informative signals（e.g.,amount of information and response timeliness） are positively related to purchase *** addition,the relationship of affective signaling（e.g.,politeness and sentiment） and purchase decision is undermined by prior experience,and the relationship of informative signals（e.g.,amount of information） and purchase decision is strengthened by prior *** general,this study not only helps to have a comprehensive understanding of live chat in outsourcing platform,but also yields profound insights into how live chat tools can be reasonably designed and properly used to promote online transaction.