The Promise of Strategic Customer Behavior: On the Value of Click Tracking
نویسندگان
چکیده
level as “visit the website to provide information,” which may involve clickstreams or a process of sharing identity information or interest in the product. http://www.ecommercetimes.com/story/19145.html?wlc= 1292379670, retrieved on Oct. 22, 2011. Assuming an opportunity cost of time of roughly $20/ hour, the inconvenience cost t can be on the order of (1 second to 1 minute)9$20/hour = $0.005 to $0.33. To isolate this effect, we will assume that customer valuation uncertainty is resolved even without clicking (e.g., time itself and alternative learning channels can resolve this uncertainty). The impact of preference learning from clicking is studied in the Online Supplement 5. Note that section 3 includes the case when p vL.
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