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Comparison Shopping Effectiveness Model and its Strategic Usage in e-Commerce

전자상거래 비교구매 효과성 모형과 활용 전략

  • 이재원 (한국기술교육대학교 산업경영학부)
  • Received : 2011.04.22
  • Accepted : 2011.05.17
  • Published : 2011.05.28

Abstract

This research describes the comparison broker's role and its effectiveness measurement framework of comparison shopping. We verified seller-led comparison challenge method provide comparison information of products to buyers more efficiently. Buyer's satisfaction of purchase (S) can be defined as an interactive function between seller's competitiveness vector (P) of products that supplied to the market, and buyer's informed level vector (B) of products that is known from a lot of sources. Then the buyer's informed level can be changed through the information analysis among products by transformation process using comparison matrix (C). So the role of comparison shopping is to construct a comparison matrix and to serve it to the buyers, and to change the buyer's informed level. The changed informed level influences a buyer's satisfaction, that improved satisfaction of purchase is defined as the effectiveness of comparison shopping. As a perfect construction and usage of comparison matrix is impossible, a more efficient method for improving the comparison effectiveness is the comparison challenge. This research shows that comparison shopping makes 9.32% and comparison challenge makes 19.11% enhancement of comparison effectiveness through television market data experiments.

Keywords

Comparison Shopping;Electronic Commerce;Effectiveness Model;Comparison Challenge

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