How to Influence My Customers? The Impact of Electronic Market Design

• Main Authors: HU, Nan, LIU, Ling, CHEN, Bing, SHEN, Jialie
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2008
• Subjects: conversion rate; electronic market design; halo effect; online product reviews; sampling; Business; Computer Sciences
• Online Access: https://ink.library.smu.edu.sg/sis_research/335; http://dx.doi.org/10.1145/1367497.1367684
• Institution: Singapore Management University

This paper investigates the strategic decisions of online vendors for offering different mechanism, such as sampling and online reviews of information products, to increase their online sales. Focusing on measuring the effectiveness of electronic market design (offering reviews, sampling, or both),...