Buyers' choice of online search strategy and its managerial implications

被引：40
|
作者：
Sen, Ravi [1 ]
King, Ruth C.
Shaw, Michael J.
机构：
[1] Texas A&M Univ, Mays Business Sch, College Stn, TX 77843 USA
[2] Univ N Carolina, Bryan Sch Business & Econ, Greensboro, NC 27412 USA
来源：
JOURNAL OF MANAGEMENT INFORMATION SYSTEMS | 2006年 / 23卷 / 01期
关键词：
e-commerce; e-markets; multinomial logit; online pricing; online search; online search tools; price search;
D O I：
10.2753/MIS0742-1222230107
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
The Internet offers several tools such as shopping bots and search engines that help potential buyers search for lower prices. This paper defines buyers' online search strategy as using one or more of these tools to search for lower prices, and empirically investigates the validity of economics of information search theory in explaining buyers' choice of a particular online search strategy. We find that buyers' attitudes toward the price offered by their preferred online seller, their perception of online price dispersion, and their awareness of shopping agents have a significant effect on their choice of online search strategy. An understanding of buyers' choice of online search strategies can help an online seller to estimate its expected probability of making an online sale, optimize its online pricing, and improve its online promotional and advertising activities.
引用
收藏
页码：211 / 238
页数：28
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