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首页> 外文期刊>Management science: Journal of the Institute of Management Sciences >Goodbye Pareto principle, hello long tail: The effect of search costs on the concentration of product sales
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Goodbye Pareto principle, hello long tail: The effect of search costs on the concentration of product sales

机译：再见帕累托原理，你好长尾巴：搜索成本对产品销售集中度的影响

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摘要

Many markets have historically been dominated by a small number of best-selling products. The Pareto principle, also known as the 80/20 rule, describes this common pattern of sales concentration. However, information technology in general and Internet markets in particular have the potential to substantially increase the collective share of niche products, thereby creating a longer tail in the distribution of sales. This paper investigates the Internet's "long tail" phenomenon. By analyzing data collected from a multichannel retailer, it provides empirical evidence that the Internet channel exhibits a significantly less concentrated sales distribution when compared with traditional channels. Previous explanations for this result have focused on differences in product availability between channels. However, we demonstrate that the result survives even when the Internet and traditional channels share exactly the same product availability and prices. Instead, we find that consumers' usage of Internet search and discovery tools, such as recommendation engines, are associated with an increase the share of niche products. We conclude that the Internet's long tail is not solely due to the increase in product selection but may also partly reflect lower search costs on the Internet. If the relationships we uncover persist, the underlying trends in technology portend an ongoing shift in the distribution of product sales.
机译：从历史上看，许多市场一直以少数畅销产品为主。帕累托原则（也称为80/20规则）描述了这种常见的销售集中模式。但是，一般的信息技术，尤其是互联网市场，有可能大幅增加利基产品的集体份额，从而在销售分配中产生更长的尾巴。本文研究了互联网的“长尾巴”现象。通过分析从多渠道零售商那里收集的数据，它提供了经验证据，表明与传统渠道相比，Internet渠道的集中销售分布明显减少。先前对此结果的解释集中于渠道之间产品可用性的差异。但是，我们证明，即使Internet和传统渠道共享完全相同的产品可用性和价格，结果仍然存在。相反，我们发现消费者对互联网搜索和发现工具（如推荐引擎）的使用与小众产品份额的增加有关。我们得出的结论是，互联网的长尾巴不仅是由于产品选择的增加，还可能部分反映了互联网上较低的搜索成本。如果我们发现的关系持续存在，则技术的潜在趋势将预示着产品销售分布的持续变化。

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