Buying Online: An Analysis of Shopbot Visitors
We conduct an empirical study on the search and purchasing behavior of buyers on an Austrian price comparison site. On such a market a consumer typically searches for the cheapest price of a given product. Reliability and service of the supplier, however, are other important characteristics of an of...| Link(s) zu Dokument(en): | IHS Publikation |
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| Hauptverfasser: | , , , |
| Format: | Article in Academic Journal PeerReviewed |
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Wiley-Blackwell
2011
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| Zusammenfassung: | We conduct an empirical study on the search and purchasing behavior of buyers on an Austrian price comparison site. On such a market a consumer typically searches for the cheapest price of a given product. Reliability and service of the supplier, however, are other important characteristics of an offer. We find robust evidence of consumer behavior that can be described as a two-stage procedure: shoppers first select a group of candidate offers based on the price only; then, in the actual buying decision consumers tradeoff a lower price with higher reliability of the retailer. (author's abstract) |
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