Durability in Comparison Shopping
نویسندگان
چکیده
This chapter examines how product price, product complexity and product durability influence consumers’ comparison.shopping.process...Frequently.comparison.shopping.is.equated.only.to.price.comparisons.. However, comparison shopping is becoming far broader than finding the cheapest price over the Internet. Nowadays.a.vast.variety.of.products.are.sold.over.the.Internet...Some.are.relatively.simple.products. such.as.books.and.movie.DVDs...Others.are.more.complex.such.as.computer.related.products,.travel. reservations.and.real-estate.properties...As.the.number.of.key.product.attributes.increases,.consumers. apply.different.kinds.of.decision.making.rather.than.just.looking.for.the.cheapest.price...Consumers.also. use.different.decision.making.tactics.between.durable.and.non-durable.products...This.chapter.looks.into. the.implications.of.such.differences.for.consumers.and.product.sellers...It.concludes.with.managerial. implications.and.future.research.agendas.
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