Interactive Decision Aids: Effects on Consumers, Retailers, by Nina Mazar

By Nina Mazar

It is authorized that interactive selection aids, also known as brokers, are the important portion of e-commerce. despite the fact that, little is understood approximately their merits and pitfalls for shoppers, outlets, and brands within the context of alternative forms of product or characteristic different types. How will we then follow those instruments successfully?

Nina Mazar examines the consequences of an interactive instrument which could tailor info tremendous quick: the interactive comparability matrix (CM). It presents product similar info in a 'product through characteristic' matrix and permits items to be taken care of by means of any characteristic. the writer indicates that the interactive CM has the aptitude to symbolize an invaluable and doable resolution matching the desires of either shoppers and on-line outlets. at the one hand, it raises shoppers' welfare, and accordingly will be an answer to flee the specter of elevated rate fixation of shoppers buying on-line. nevertheless, it bargains shops the prospect to systematically impression shoppers' choice building and selection. moreover, seeing that outlets' incentives impact the derived call for for brands' manufacturers, those effects express that brands can face a truly varied scenario in a man-made marketplace.

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By Nina Mazar

It is authorized that interactive selection aids, also known as brokers, are the important portion of e-commerce. despite the fact that, little is understood approximately their merits and pitfalls for shoppers, outlets, and brands within the context of alternative forms of product or characteristic different types. How will we then follow those instruments successfully?

Nina Mazar examines the consequences of an interactive instrument which could tailor info tremendous quick: the interactive comparability matrix (CM). It presents product similar info in a 'product through characteristic' matrix and permits items to be taken care of by means of any characteristic. the writer indicates that the interactive CM has the aptitude to symbolize an invaluable and doable resolution matching the desires of either shoppers and on-line outlets. at the one hand, it raises shoppers' welfare, and accordingly will be an answer to flee the specter of elevated rate fixation of shoppers buying on-line. nevertheless, it bargains shops the prospect to systematically impression shoppers' choice building and selection. moreover, seeing that outlets' incentives impact the derived call for for brands' manufacturers, those effects express that brands can face a truly varied scenario in a man-made marketplace.

Show description

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E. balanced out mixed product categories). In such situations that can be found only within mixed product categories the brand importance should be the same for consumers shopping online with an interactive eM and for consumers shopping offline in a traditional retail setting (cf. Bettman et al. 1986; Kardes 2002; Maheswaran et al. 24 22 In the following, three different types of product categories will be distinguished. Product categories with solely non-sensory quality attributes will be considered as entirely non-sensory.

1994; Oliver 1999). 1. Because of this, it can be hypothezised that in some situations where consumers buy products from a category with sensory quality attributes, a higher rate of consumers will decide to employ a stored rule when shopping online thereby leaving a smaller relative number of individuals that can be influenced by the interactive eM. In other words, the shopping environment and the format in which information is displayed might influence the choice of a processing method. The reason is as follows.

HI: Use of the interactive eM results in a decreased importance of sensory attributes for the purchase decision. The environmental differences for sensory attributes described above are independent of the format used to display information. As a result, there is basically not much potential for a systematic influence. However, this is not the case for hard facts. An interactive eM that includes price, brand name and non-sensory attributes offers lower acquisition and processing costs (search costs) when compared to those of traditional retail settings.

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