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On search cost and the long tail: the moderating role of search cost

机译：关于搜索成本和长尾：搜索成本的调节作用

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摘要

E-commerce researchers and managers have argued that long tail effects on pricing and product purchase are an important way in which Internet retail differs from traditional "brick & mortar" businesses. These effects have been attributed to several factors including increase assortment size and the reduction of search costs amongst others. While the Internet by its nature lowers search costs, its effect is not uniform. This study looks at that heterogeneity. Specifically, we investigate whether the role of reduced search costs in the long tail phenomenon is better conceptualized as a direct effect, or as a moderating effect. We contribute to the literature by combining the rationale from variety seeking behavior and need for uniqueness found in marketing with information systems research on search costs. Using consumer purchase information for over 16,000 purchases in a single product category, from over 4000 households, we perform a direct test of the impact of search costs on the Internet by comparing the product dispersion of purchases within homes with broadband service to those in homes with dial-up service. This study provides evidence that the conventional view that search costs directly impact consumer propensity to purchase a niche good can be improved by looking at search costs as an environmental condition which alters purchase behavior. Specifically, we find that search costs act primarily as a moderating factor for socio-economic status independent variables, altering the impact of classic consumer purchase factors.
机译：电子商务研究人员和管理人员认为，对价格和产品购买的长尾效应是互联网零售与传统“实体零售”业务不同的重要方式。这些影响归因于几个因素，包括增加分类大小和降低搜索成本等。尽管互联网从本质上降低了搜索成本，但其效果并不统一。这项研究着眼于这种异质性。具体来说，我们调查将降低搜索成本在长尾现象中的作用是否更好地概念化为直接效果或调节效果。我们通过将各种寻求行为的理由和对营销中发现的独特性的需求与搜索成本信息系统研究相结合，为文献做出了贡献。我们使用消费者购买信息，从4000多个家庭中的单个产品类别中进行了16,000多次购买，我们通过比较购买宽带服务的家庭和购买宽带服务的家庭中产品的分散程度，来直接测试搜索成本对互联网的影响。拨号服务。这项研究提供了证据，即通过将搜索成本视为改变购买行为的环境条件，可以改善传统的搜索成本直接影响消费者购买特定商品的倾向的观点。具体来说，我们发现搜索成本主要是社会经济地位独立变量的调节因素，从而改变了经典消费者购买因素的影响。

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