Interactive Decision Aids

Name: Interactive Decision Aids
Brand: Deutscher Universitats-Verlag
SKU: 9783824480203
Price: 50.07 EUR
Availability: InStock

Effects on Consumers, Retailers, and Manufacturers

Autor: Nina Mazar

Jazyk:

Väzba: Brožovaná

Vydavateľ: Deutscher Universitats-Verlag

Dostupnosť: Skladom u dodávateľa

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It is accepted that interactive decision aids, also referred to as agents, are the central component...

Informácie o knihe

Autor

Nina Mazar

Jazyk

Angličtina

Väzba

Kniha - Brožovaná

Vydalo

2003

Stránok

156

EAN

9783824480203

ISBN

9783824480203

Enbook ID

06622461

Vydavateľ

Deutscher Universitats-Verlag

Hmotnosť

200

Rozmery

148 x 210 x 9

Kompletný popis

It is accepted that interactive decision aids, also referred to as agents, are the central component of e-commerce. However, little is known about their advantages and pitfalls for consumers, retailers, and manufacturers in the context of different types of product or attribute categories. How can we then apply these tools effectively? §Nina Mazar examines the effects of an interactive tool that can tailor information extremely fast: the interactive comparison matrix (CM). It provides product related information in a 'product by attribute' matrix and allows products to be sorted by any attribute. The author shows that the interactive CM has the potential to represent a useful and practicable solution matching the needs of both consumers and online retailers. On the one hand, it increases consumers' welfare, and hence might be a solution to escape the threat of increased price fixation of consumers shopping online. On the other hand, it offers retailers the possibility to systematically influence consumers' preference construction and choice. In addition, since retailers' incentives affect the derived demand for manufacturers' brands, these two results show that manufacturers can face a very different situation in an artificial marketplace.

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Interactive Decision Aids

Effects on Consumers, Retailers, and Manufacturers

Informácie o knihe

Kompletný popis

Mohlo by vás zaujímať

Zákazníci, ktorí si kúpili túto knihu, kúpili tiež