Buying Online: An Analysis of Shopbot Visitors

Uwe Dulleck, Hackl Franz, Weiss Bernhard and Rudolf Winter-Ebmer
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Hackl Franz: Johannes Kepler University, Altenbergerstraße 69,Linz, Austria
Weiss Bernhard: Johannes Kepler University, Altenbergerstraße 69,Linz, Austria

German Economic Review, 2011, vol. 12, issue 4, 395-408

Abstract: 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.

Keywords: e-commerce; price comparison; decision theory; heuristics; seller reputation (search for similar items in EconPapers)
Date: 2011
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DOI: 10.1111/j.1468-0475.2011.00535.x

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