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<p>This study investigates the commercial potential of information encountering in e-commerce and its role in shaping consumers’ approach–avoidance behaviors. Although serendipitous information exposure is pervasive in online consumption, the mechanisms driving consumers’ responses remain underexplored. Drawing on survey data from 262 active internet users, we identify six critical predictors of approach behavior—consumer purpose, engagement, type and appeal of encountered information, and platform ease of use and credibility. Employing Necessary Condition Analysis (NCA) and fuzzy-set Qualitative Comparative Analysis (fsQCA), the study uncovers five distinct configurations leading to approach behavior and three leading to avoidance, with consumer engagement emerging as a necessary condition for approach. By extending the concept of information encountering from library science to e-commerce, this research offers novel theoretical insights into online consumer behavior. Methodologically, it demonstrates the value of configurational and necessity-based approaches in uncovering multiple pathways to consumer responses, thereby advancing marketing theory and providing actionable guidance for digital platform strategies.</p>

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Antecedents of consumers’ approach behavior in e-commerce information encountering: a configuration analysis

  • 期刊论文

  • 发表日期：

    2025年12月31日

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  • Yanping Gong,
  • Ziyue Wu,
  • Yuxuan Tan,
  • Xiaoxing He,
  • Li Lin

摘要

This study investigates the commercial potential of information encountering in e-commerce and its role in shaping consumers’ approach–avoidance behaviors. Although serendipitous information exposure is pervasive in online consumption, the mechanisms driving consumers’ responses remain underexplored. Drawing on survey data from 262 active internet users, we identify six critical predictors of approach behavior—consumer purpose, engagement, type and appeal of encountered information, and platform ease of use and credibility. Employing Necessary Condition Analysis (NCA) and fuzzy-set Qualitative Comparative Analysis (fsQCA), the study uncovers five distinct configurations leading to approach behavior and three leading to avoidance, with consumer engagement emerging as a necessary condition for approach. By extending the concept of information encountering from library science to e-commerce, this research offers novel theoretical insights into online consumer behavior. Methodologically, it demonstrates the value of configurational and necessity-based approaches in uncovering multiple pathways to consumer responses, thereby advancing marketing theory and providing actionable guidance for digital platform strategies.