Market segmentation in online platforms
نویسندگان
چکیده
This paper studies ranking policies in a stylized trial-offer marketplace model, which single firm offers multiple products and has consumers who express heterogeneous preferences. Consumer trials are influenced by past purchases, the inherent appeal of products, each product. purchases conditional on trying product dependent quality for given consumer segment. The platform owner needs to devise policy display maximize number long run, decide whether purchases. model proposed attempts understand impact market segmentation with position bias social influence. Under our choices based very general choice known as mixed multinomial logit embeds appeal, ranking, into taste parameters. We analyze long-term dynamics this highly complex stochastic we quantify expected benefits well value When displayed, heterogeneity makes buyers try sub-optimal reducing overall sales rate. show that problem NP-hard. then segmentation. find tight bounds offering distinct Finally, strategy always from influence when average is used. One managerial implications better off using an aggregate variety preference limited, but it should perform heterogeneous. also result robust relatively small classification mistakes; these large, preferred.
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ژورنال
عنوان ژورنال: European Journal of Operational Research
سال: 2021
ISSN: ['1872-6860', '0377-2217']
DOI: https://doi.org/10.1016/j.ejor.2021.03.056