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All Journal Journal of Innovation in Business and Economics
Errie Margery
Management Department, STIE Professional Manajemen College, Indonesia
Economics, Econometrics & Finance

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What and how? last-minute choice deflection in E-commerce Errie Margery; Lusiah Lusiah
Journal of Innovation in Business and Economics Vol. 9 No. 02 (2025): Journal of Innovation in Business and Economics
Publisher : Faculty of Economics and Business, University of Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jibe.v9i01.40742

Abstract

The rise of e-commerce has fundamentally transformed consumer behavior, introducing dynamic, information-rich environments that influence purchasing decisions. This study explores the phenomenon of last-minute choice deflection, where consumers change their initial product preferences after being exposed to algorithmically curated alternatives on digital platforms. Using a quantitative approach through an experimental survey involving Generation Z respondents, this research investigates the roles of brand image, influencer marketing, price, loyalty, and customer reviews in shaping consumer decisions, focusing on body care products as the category of interest. Employing robust least squares regression, the findings reveal that customer reviews and competitive pricing significantly reduce choice deflection by reinforcing consumers’ initial preferences. Brand image shows a mildly significant effect, whereas influencer marketing and loyalty do not exhibit statistically significant impacts. These results offer insights for marketers aiming to design more persuasive strategies in online markets and contribute to consumer behavior theory by contextualizing decision-making dynamics in digital commerce.
Co-Authors Lusiah Lusiah