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Consumer preferences and firm technology choice

Author

Listed:
  • Liu, Yi
  • Yildirim, Pinar
  • Zhang, Z. John

Abstract

Advances in technology change the way consumers search and shop for products. Emerging is the trend of home-shopping devices such as Amazon’s Alexa and Google Home, which allow consumers to search or order products. We investigate how consumer brand and technology preferences may interact with the functionalities of technology-enabled shopping (TES) devices to determine the channel structure and market competition.

Suggested Citation

  • Liu, Yi & Yildirim, Pinar & Zhang, Z. John, 2024. "Consumer preferences and firm technology choice," International Journal of Research in Marketing, Elsevier, vol. 41(1), pages 41-55.
    • Handle: RePEc:eee:ijrema:v:41:y:2024:i:1:p:41-55
    DOI: 10.1016/j.ijresmar.2023.06.008
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