The Value and Risk of Curated Shopping: Online Consumer's Choice

The rapidly increasing number of products available online ironically requires consumers to spend excessive time and efforts for searching the relevant product information. As a result, it is getting popular among online consumers to use the curated shopping, which can help consumers by providing a short list of products that are carefully selected by professional curators. In this study, we examined how the risk and value of curated shopping perceived by consumers affect their decision to use the curated shopping. Through empirical analysis, we found that the perceived convenience, efficiency of curated shopping, and the degree of shopping fatigue as positive factors that increase the intention to use curated shopping. On the other hand, the perceived financial risk was found to be a significant negative factor. Furthermore, it was interesting to find that previous experience of curated shopping acts as a moderator, which affect the strength of the above relationships. The academic and practical implications of these findings were discussed.