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Consumer Decision-making at an Internet Shopbot: Brand Still Matters

In: E-commerce

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  • Michael D. Smith
  • Erik Brynjolfsson

Abstract

Internet shopbots compare prices and service levels at competing retailers, creating a laboratory for analysing consumer choice. We analyse 20,268 shopbot consumers who select various books from 33 retailers over 69 days. Although each retailer offers a homogeneous product, we find that brand is an important determinant of consumer choice. The three most heavily branded retailers hold a $1.72 price advantage over more generic retailers in head‐to‐head price comparisons. In particular, we find that consumers use brand as a proxy for retailer credibility in non‐contractible aspects of the product and service bundle, such as shipping reliability.
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Suggested Citation

  • Michael D. Smith & Erik Brynjolfsson, 2001. "Consumer Decision-making at an Internet Shopbot: Brand Still Matters," NBER Chapters, in: E-commerce, pages 541-558, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberch:12319
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