Paper
An Empirical Investigation of Inertia and Shock Effects on Consumers’ Choice of Online Search Strategy
- Authors:
- Xiaosong Dong; Xing Zhao; Xuping Jiang
- Abstract
- This paper explores the choice of online information search via tools instead of website offered by Internet and dividing online information search into knowledge building stage and decision-making stage. The paper gives the online consumer search strategy choice model in order to help online retailers and website operators to assess the value of the network channels and to improve their performance of online promotion and advertising.
- Keywords
- Online; Information Search; Multinomial Logit; Inertia; Shock
- StartPage
- 516
- EndPage
- 523
- Doi