Consumer Decision-Making at an Internet Shopbot: Brand Still Matters
Michael D Smith and
Journal of Industrial Economics, 2001, vol. 49, issue 4, 541-58
Internet shopbots compare prices and services levels at competing retailers, creating a laboratory for analysing consumer choice. We analyse 20,268 shopbot consumers who select various books from 33 retailers over 69 days. Although each retailer offers a homogeneous product, we find that brand is an important determinant of consumer choice. The three most heavily branded retailers hold a $1.72 price advantage over more generic retailers in head-to-head price comparisons. In particular, we find that consumers use brand as a proxy for retailer credibility in non-contractible aspects of the product and service bundle, such as shipping reliability. Copyright 2001 by Blackwell Publishing Ltd
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Chapter: Consumer Decision-making at an Internet Shopbot: Brand Still Matters (2001)
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