How to Display Branded and Non-Branded Products in The Online Shopping Website

Meng Xiang Li*, Chuan Hoo Tan, Hock Hai Teo, Kwok Kee Wei

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingConference proceedingpeer-review

2 Citations (Scopus)


Comparison-Shopping websites (e.g. help consumers to select and compare products in the online shopping process. The influence of these information-aggregating intermediaries on consumer decision-making has been a focal interest in Information Systems area. In this research, we argue that it is alternatives set composition (i.e., the list of branded and non-branded products) rather than alternatives set size that affects consumer choice behavior. We conducted a series of experiments to investigate the impact of alternatives set size and alternatives set composition on consumers' decisions. Our findings provide much support to our proposition that as the proportion of branded products increases, decision-makers are more likely to be not inclined to make a choice. However, in the event that buyers do make a purchase, they are more likely to choose a non-branded product. Implications for future research and practice will be discussed.

Original languageEnglish
Title of host publicationICIS 2010 Proceedings
Subtitle of host publicationThirty First International Conference on Information Systems
Number of pages13
Publication statusPublished - Dec 2010
Externally publishedYes
Event31st International Conference on Information Systems, ICIS 2010: Gateway to the Future - Saint Louis, United States
Duration: 12 Dec 201015 Dec 2010


Conference31st International Conference on Information Systems, ICIS 2010
Country/TerritoryUnited States
CitySaint Louis
Internet address

Scopus Subject Areas

  • Information Systems

User-Defined Keywords

  • Brand context
  • Cognition
  • Decision-making
  • Information presentation


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