Designing Marketplaces of the Artificial: Four Approaches to Understanding Consumer Behavior in Electronic Environments
نویسندگان
چکیده
Marketers face a myriad of decisions when developing a website for E-Commerce. What advice can we supply based upon our current understanding of consumer behavior? We attempt to organize streams of research that address the development of marketplaces for the digital economy. We start by characterizing computer-based decision environments as Marketplaces of the Artificial, arguing that the unbundling of product information from products presents many decisions and opportunities for the design of decision environments. We then review four areas of research, identifying themes in each area. These are: 1) The economics of search, 2) Cognitive cost approaches, 3) Constructive preference approaches, and 4) Phenomenological approaches. We illustrate each approach, highlighting its assumptions and discussing examples of research questions and results. [120 words] DESIGNING MARKETPLACES OF THE ARTIFICIAL 1 DESIGNING MARKETPLACES OF THE ARTIFICIAL: FOUR APPROACHES TO UNDERSTANDING CONSUMER BEHAVIOR IN ELECTRONIC ENVIRONMENTS
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