haku: @author Hanson, W. A. / yhteensä: 2
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| Tekijä: | Hanson, W. A. Putler, D. S. |
| Otsikko: | Hits and misses: Herd behavior and online product popularity |
| Lehti: | Marketing Letters
1996 : OCT, VOL. 7:4, p. 297-305 |
| Asiasana: | ON-LINE COMPUTING CONSUMER CHOICE PRODUCTS |
| Kieli: | eng |
| Tiivistelmä: | This paper presents the results of market experiment in which the perceived popularity of programs on a large commercial online system were manipulated. The download counts of software program which indicate how many previous users had obtained a software program, were artificially increased. This manipulation was done to one member of program pair with the manipulation levels set randomly to achieve a balanced experimantal design over a set of matched pairs. Subsequent downloads of the programs made by the service's subscribers were then recorded. Substantial additional downloads were induced by the manipulation. Some consumrs apparently are drawn to market leaders, further increasing their lead. This raises an important issue regarding the need for verifiability of online popularity measures. |
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