Paper Info
Title
Online loyalty programs viewed from a searchability perspective
Abstract
While the amount of search that a consumer can undertake in a unit of time has increased due to the internet, the search space has exploded as well. Thus, compared to offline markets, for a fixed amount of search effort, the number of sellers that a customer can find relative to the number of sellers in a market is lower in online markets: searchability of online markets is low. This paper enumerates the logic behind searchability and proliferation of online loyalty programs to show why low searchability enhances the viability of online loyalty programs. Search aids, such as shopbots, influence searchability. The impact of shopbots on loyalty programs is examined. We find that shopbots in an online market can make a consumer worse off in the presence of a loyalty program, because shopbots list sellers on the basis of prices, and do not offer information on loyalty programs or discounts thereof. In this manner, we conclude that, the net impact of shopbots on searchability of an online market is low.
Year
DOI
Venue
2012
10.1145/2346536.2346585
ICEC
Keywords
Field
DocType
searchability perspective,online loyalty program,search effort,low searchability,shopbots list seller,loyalty program,influence searchability,search space,search aid,online market,offline market,electronic commerce
Advertising,Loyalty program,Computer science,Loyalty,Commerce,Marketing,The Internet
Conference
Citations 
PageRank 
References 
0
0.34
5
Authors
2
Name
Order
Citations
PageRank
Sanghee Lim1123.92
Byungtae Lee240158.02