haku: @author Wetzels, M. / yhteensä: 9
viite: 2 / 9
| Tekijä: | Odekerken-Schröder, G. Wetzels, M. |
| Otsikko: | Trade-offs in online purchase decisions: two empirical studies in Europe |
| Lehti: | European Management Journal
2003 : DEC, VOL. 21:6, p. 731-739 |
| Asiasana: | Decision making Electronic commerce Internet Conjoint analysis |
| Vapaa asiasana: | Online consumers Trade-offs Convenience |
| Kieli: | eng |
| Tiivistelmä: | The authors present the results of two European studies that examine what consumers actually value in an online environment. In study 1 they assess choice-related trade-offs in terms of number of product categories, variety of products whithin a given category and product-related information. Conjoint analysis revealed that product-related information represents an important decision-making variable. Instudy1, the authors assess convenience-related trade-offs in terms of logistics, fulfilment and security. Conjoint analysis revealed that fulfilment is the most important variable related to online handling. The study indicates that firms have to distinguish different consumer segments on the basis of their preferences. |
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