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<p>Existing studies have mainly focused on the influence of a single signaling subject on consumer decision-making, while ignoring the comprehensive influence mechanism of multi-subject generated signals on consumer decision-making on bilateral platforms. To fill this research gap, this study draws on signaling theory to develop a framework that illustrates how multi-subject generated signals from resource suppliers, resource demanders and platforms affect consumer shopping decisions. Based on the transaction data from 5,317 consumers on an e-commerce platform, we conduct three studies and utilize Fuzzy-set Qualitative Comparative Analysis (fsQCA) to examine our proposed framework and explore what configurations of multi-subject generated signals may be present to facilitate high levels of consumer browsing and purchasing behaviors. Our findings have important practical implications for both e-commerce platforms and consumers.</p>

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How configuration strategy of multi-subject generated signals influences online consumption decision-making: the FsQCA investigation based on signaling theory

  • 期刊论文

  • 发表日期：

    2025年9月29日

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  • Xiaosong Dong,
  • Xinyi Li,
  • Tang Yao

摘要

Existing studies have mainly focused on the influence of a single signaling subject on consumer decision-making, while ignoring the comprehensive influence mechanism of multi-subject generated signals on consumer decision-making on bilateral platforms. To fill this research gap, this study draws on signaling theory to develop a framework that illustrates how multi-subject generated signals from resource suppliers, resource demanders and platforms affect consumer shopping decisions. Based on the transaction data from 5,317 consumers on an e-commerce platform, we conduct three studies and utilize Fuzzy-set Qualitative Comparative Analysis (fsQCA) to examine our proposed framework and explore what configurations of multi-subject generated signals may be present to facilitate high levels of consumer browsing and purchasing behaviors. Our findings have important practical implications for both e-commerce platforms and consumers.