Figure 9
The figure consists of six panels, examining the interaction strengths of product attributes related to product information and warranty through line plots and heatmaps. Panel (a): The line plot visualizes the relationship between product information mismatch, labeled on the horizontal axis, ranging from 0.10 to 0.80 with an interval of 0.10, and probability on the vertical axis, from negative 0.30 to 0.10 with an interval of 0.05. The plot features multiple thin gray lines, each representing individual models or data traces of how probability varies with product information mismatch. These lines show variability across the entire horizontal axis range. A prominent yellow dashed line, labeled “average” in the legend at the top right, represents the mean trend of the gray traces. This line starts near zero probability at (0.072, 0) and shows a gentle downward trend, particularly from product information mismatch values around 0.20 onward, indicating that higher product information mismatch values are associated with a slight decrease in probability, which ends at (0.814, negative 0.088). The thin lines are present above and below the dashed yellow line in the same pattern. Panel (b): A bar chart ranking product information mismatch interactions, led by selling price and sales rank. This horizontal bar chart is titled “Interaction Strength – Product Information Mismatch.” The bars are sorted from top to bottom in descending order of interaction strength. The attribute labels, in order from top to bottom, are “Product Information Mismatch underscore Selling Price,” “Product Information Mismatch underscore Sales Rank,” “Product Information Mismatch underscore Logistics Service Quality,” “Product Information Mismatch underscore Performance,” “Product Information Mismatch underscore Warranty,” “Product Information Mismatch underscore Durability,” “Product Information Mismatch underscore Primary Features,” “Product Information Mismatch underscore After-sales Services,” “Product Information Mismatch underscore Reliability,” and “Product Information Mismatch underscore Secondary Features.” A rightward arrow at the bottom of the graph is labeled “More Interactive.” The longest bar at the top represents “Selling Price,” indicating it has the strongest interaction with Product Information Mismatch. It is followed by “Sales Rank,” “Logistics Service Quality,” and “Performance,” all showing moderate to strong interaction. Mid-tier interactions include “Warranty,” “Durability,” and “Primary Features.” The shortest bars, showing the weakest interactions, are associated with “Reliability” and “Secondary Features.” The size of the bars decreases from top to bottom. Panel (c): A heatmap showing interaction values between product information mismatch and selling price, with labeled cells. This heatmap shows the interaction strengths between “Product Information Mismatch,” labeled on the horizontal axis, and “Selling Price,” labeled on the vertical axis. The horizontal axis includes mismatch values: 0.07, 0.13, 0.18, 0.25, 0.33, 0.43, 0.58, and 0.82. The vertical axis contains selling price levels from bottom to top: 2, 3.57, 5.8, 7.89, 9.99, 14.23, 19.99, 37.49, 66.64, and 117.74. Each cell contains a numeric interaction value, with colors ranging from dark blue (highest positive) to light yellow-green (most negative). From top to bottom, each row (Selling Price) contains the following values: For 117.74: 0.067, 0.056, 0.044, 0.036, 0.038, 0.014, 0.003, negative 0.003. For 66.64: 0.057, 0.045, 0.033, 0.024, 0.026, 0.004, negative 0.007, negative 0.013. For 37.49: 0.057, 0.046, 0.033, 0.025, 0.027, 0.005, negative 0.006, negative 0.016. For 19.99: 0.050, 0.033, 0.020, 0.007, 0.007, negative 0.013, negative 0.019, negative 0.036. For 14.23: 0.038, 0.022, 0.009, negative 0.005, negative 0.005, negative 0.034, negative 0.045, negative 0.062. For 9.99: 0.028, 0.011, negative 0.002, negative 0.016, negative 0.017, negative 0.047, negative 0.059, negative 0.079. For 7.89: 0.028, 0.011, negative 0.002, negative 0.016, negative 0.016, negative 0.047, negative 0.059, negative 0.078. For 5.8: 0.027, 0.013, negative 0.000, negative 0.019, negative 0.019, negative 0.049, negative 0.062, negative 0.080. For 3.57: 0.045, 0.031, 0.021, 0.007, 0.007, negative 0.027, negative 0.039, negative 0.056. For 2: 0.046, 0.032, 0.022, 0.009, 0.008, negative 0.026, negative 0.039, negative 0.053. Panel (d): A line plot of probability versus warranty with gray traces and a rising yellow dashed average line. This line plot shows the relationship between “Warranty,” labeled on the horizontal axis, and “Probability,” labeled on the vertical axis. The horizontal axis ranges from 0.10 to 0.50 with an interval of 0.10, while the vertical axis spans from negative 0.10 to 0.25 with an interval of 0.05. Multiple thin gray lines represent individual product data traces, capturing variation in how probability responds to warranty levels. These lines show variability across the entire horizontal axis range. Superimposed on these traces is a prominent yellow dashed line labeled “average” in the legend at the top-right corner. This line starts near zero probability at (0.062, 0) and shows a gentle upward trend, particularly from performance values around 0.15 onward, indicating that higher warranty values are associated with a slight increase in probability, which ends at (0.531, 0.109). The thin lines are present above and below the dashed yellow line in the same pattern. Panel (e): A horizontal bar chart ranking warranty’s interaction strengths with product features, led by reliability. This horizontal bar chart, titled “Interaction Strength—Warranty,” displays how strongly the attribute “Warranty” interacts with various product features. The bars extend from left to right, and a rightward-pointing arrow indicates increasing interaction strength, which is labeled “More Interactive.” The feature labels listed from top to bottom are “Warranty underscore Reliability,” “Warranty underscore Performance,” “Warranty underscore Sales Rank,” “Warranty underscore Secondary Features,” “Warranty underscore Product Information Mismatch,” “Warranty underscore Selling Price,” “Warranty underscore Durability,” “Warranty underscore After-sales Services,” “Warranty underscore Primary Features,” and “Warranty underscore Logistics Service Quality.” The longest bar at the top represents “Warranty underscore Reliability,” indicating it has the strongest interaction with warranty. It is followed by “Warranty underscore Performance” and “Warranty underscore Sales Rank,” which also show relatively high interaction levels. Mid-range interactions are observed with “Secondary Features,” “Product Information Mismatch,” and “Selling Price.” The shortest bars, indicating the weakest interactions, belong to “After-sales Services,” “Primary Features,” and “Logistics Service Quality.” The size of the bars decreases from top to bottom. Panel (f): A heatmap showing interaction values between warranty and reliability, with numeric cells and a blue-green gradient. This heatmap visualizes the interaction strengths between “Warranty,” labeled on the horizontal axis, and “Reliability,” labeled on the vertical axis. A color gradient ranging from light green (negative values) to dark blue (positive values). The horizontal axis has warranty values: 0.07, 0.11, 0.17, 0.23, 0.32, and 0.53, while the vertical axis includes reliability levels: 0.00, 0.00, 0.00, 0.01, 0.11, and 0.27 (bottom to top). Each cell contains a numeric interaction strength value arranged from bottom to top as follows. For 0.00: negative 0.053, negative 0.047, negative 0.026, negative 0.014, 0.006, 0.053. For 0.00: negative 0.050, negative 0.041, negative 0.023, negative 0.010, 0.010, 0.055. For 0.00: negative 0.040, negative 0.031, negative 0.011, 0.001, 0.019, 0.057. For 0.01: negative 0.019, negative 0.010, 0.008, 0.021, 0.035, 0.067. For 0.11: negative 0.042, negative 0.033, negative 0.010, 0.002, 0.022, 0.058. For 0.27: negative 0.031, negative 0.021, 0.001, 0.014, 0.030, 0.056. Note: All numerical data values are approximated.PDP, ICEs and interaction strength of product information mismatch and warranty. Source: Authors’ own creation