Learning from customer interaction: How merchants create price-level propositions for experience goods in hybrid market environments

作者：

Highlights：

• We build a game theory model on learning from hybrid market-interaction.

• We study learning effects that customers’ decisions have on merchants, and vice versa.

• When loyal customers learn the value proposition offline, they tend to shop online.

• The optimum price proposition for merchants of experience goods involves higher prices.

摘要

•We build a game theory model on learning from hybrid market-interaction.•We study learning effects that customers’ decisions have on merchants, and vice versa.•When loyal customers learn the value proposition offline, they tend to shop online.•The optimum price proposition for merchants of experience goods involves higher prices.

论文关键词：Learning from interaction,Online customers,Price proposition,Experience goods,Hybrid merchants

论文评审过程：Available online 13 November 2014, Version of Record 29 July 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2014.10.013