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http://dx.doi.org/10.5392/JKCA.2011.11.5.291

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

Lee, Jae-Won (한국기술교육대학교 산업경영학부)
Publication Information
The Journal of the Korea Contents Association / v.11, no.5, 2011 , pp. 291-301 More about this Journal
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;
Citations & Related Records
Times Cited By KSCI : 8  (Citation Analysis)
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