Consumer search: What can we learn from pre-purchase data?

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing Pub Date : 2024-03-01 DOI:10.1016/j.jretai.2024.02.003

Elisabeth Honka , Stephan Seiler , Raluca Ursu

引用次数: 0

Abstract

Researchers are increasingly able to observe consumers’ behavior prior to a purchase, such as their navigation through a store or website and the products they consider. Such pre-purchase (or search) data can be valuable to researchers in a variety of ways: as an additional source of information to estimate consumer preferences, to understand how firms can influence the search process through marketing mix variables, and to analyze how limited information about products affects equilibrium market outcomes. We provide an overview of these three research areas with a particular emphasis on online and offline retailing.

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消费者搜索：我们能从购买前数据中学到什么？

研究人员越来越有能力观察消费者在购买前的行为，例如他们在商店或网站上的浏览以及他们考虑的产品。这些购买前（或搜索）数据对研究人员有多方面的价值：作为估算消费者偏好的额外信息来源，了解企业如何通过营销组合变量影响搜索过程，以及分析有限的产品信息如何影响均衡市场结果。我们概述了这三个研究领域，并特别强调了线上和线下零售。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Retailing BUSINESS-

CiteScore

15.90

自引率

6.00%

发文量

审稿时长

67 days

期刊介绍： The focus of The Journal of Retailing is to advance knowledge and its practical application in the field of retailing. This includes various aspects such as retail management, evolution, and current theories. The journal covers both products and services in retail, supply chains and distribution channels that serve retailers, relationships between retailers and supply chain members, and direct marketing as well as emerging electronic markets for households. Articles published in the journal may take an economic or behavioral approach, but all are based on rigorous analysis and a deep understanding of relevant theories and existing literature. Empirical research follows the scientific method, employing modern sampling procedures and statistical analysis.