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An Empirical two-stage choice model with varying decision rules applied to internet clickstream data

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In this article, the author presents an empirical two-stage choice model and applies it to observed choice data for both stages. This model possesses several qualities that have not previously been addressed by other two-stage models. The model results provide empirical evidence that is consistent with the idea that consumers use simplified decision rules in early stages of the decision process. The author finds that, on average, fewer attributes are used as criterion attributes in the Stage 1 than in Stage 2 of the decision process. In addition, the empirical two-stage model provides attribute-specific information that lends itself to notable managerial implications. As with other choice models, the model presented in this article can summarize attribute preferences to allow for better promotional design and targeting. However, there is also an argument to be made that dispersion preferences in the search stage indicates some degree of attribute preference uncertainty and learning. If this is the case, retail sites can provide other informational content for attributes identified by the model as having significant preference uncertainty.Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Electronic commerce Product Choice Preferences studies Decision making models Parameter estimation
ISBN/ISSN	222437
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data