Abstract

Online retailing has created an empirical opportunity to examine consumer search behavior using click stream data. In this article we examine the implications of greater variety online for consumer search intensity, and equilibrium prices. We test our hypothesis using consumer data on online search and purchase behavior from the comScore Web Behavior Panel. We find that search intensity systematically decreases in categories with broader product ranges, and equilibrium prices rise. Our findings suggests that broader product ranges in online retail markets can produce anti-competitive effects that are mediated through equilibrium responses in consumer search behavior.

Original languageEnglish (US)
Pages (from-to)225-242
Number of pages18
JournalAmerican Journal of Agricultural Economics
Volume99
Issue number1
DOIs
StatePublished - 2017

Fingerprint

consumer behavior
retail marketing
testing
Online retailing
Consumer search
Search behavior
Consumer Behavior
Search intensity
Equilibrium price

Keywords

  • Attribute search
  • Consumer search
  • Market power
  • Retail prices
  • Variety

ASJC Scopus subject areas

  • Agricultural and Biological Sciences (miscellaneous)
  • Economics and Econometrics

Cite this

Attribute search in online retailing. / Richards, Timothy; Hamilton, Stephen F.; Empen, Janine.

In: American Journal of Agricultural Economics, Vol. 99, No. 1, 2017, p. 225-242.

Research output: Contribution to journalArticle

Richards, Timothy ; Hamilton, Stephen F. ; Empen, Janine. / Attribute search in online retailing. In: American Journal of Agricultural Economics. 2017 ; Vol. 99, No. 1. pp. 225-242.
@article{cea9111a15f748b9a90df72892f096ad,
title = "Attribute search in online retailing",
abstract = "Online retailing has created an empirical opportunity to examine consumer search behavior using click stream data. In this article we examine the implications of greater variety online for consumer search intensity, and equilibrium prices. We test our hypothesis using consumer data on online search and purchase behavior from the comScore Web Behavior Panel. We find that search intensity systematically decreases in categories with broader product ranges, and equilibrium prices rise. Our findings suggests that broader product ranges in online retail markets can produce anti-competitive effects that are mediated through equilibrium responses in consumer search behavior.",
keywords = "Attribute search, Consumer search, Market power, Retail prices, Variety",
author = "Timothy Richards and Hamilton, {Stephen F.} and Janine Empen",
year = "2017",
doi = "10.1093/ajae/aaw085",
language = "English (US)",
volume = "99",
pages = "225--242",
journal = "American Journal of Agricultural Economics",
issn = "0002-9092",
publisher = "Oxford University Press",
number = "1",

}

TY - JOUR

T1 - Attribute search in online retailing

AU - Richards, Timothy

AU - Hamilton, Stephen F.

AU - Empen, Janine

PY - 2017

Y1 - 2017

N2 - Online retailing has created an empirical opportunity to examine consumer search behavior using click stream data. In this article we examine the implications of greater variety online for consumer search intensity, and equilibrium prices. We test our hypothesis using consumer data on online search and purchase behavior from the comScore Web Behavior Panel. We find that search intensity systematically decreases in categories with broader product ranges, and equilibrium prices rise. Our findings suggests that broader product ranges in online retail markets can produce anti-competitive effects that are mediated through equilibrium responses in consumer search behavior.

AB - Online retailing has created an empirical opportunity to examine consumer search behavior using click stream data. In this article we examine the implications of greater variety online for consumer search intensity, and equilibrium prices. We test our hypothesis using consumer data on online search and purchase behavior from the comScore Web Behavior Panel. We find that search intensity systematically decreases in categories with broader product ranges, and equilibrium prices rise. Our findings suggests that broader product ranges in online retail markets can produce anti-competitive effects that are mediated through equilibrium responses in consumer search behavior.

KW - Attribute search

KW - Consumer search

KW - Market power

KW - Retail prices

KW - Variety

UR - http://www.scopus.com/inward/record.url?scp=85014861691&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85014861691&partnerID=8YFLogxK

U2 - 10.1093/ajae/aaw085

DO - 10.1093/ajae/aaw085

M3 - Article

AN - SCOPUS:85014861691

VL - 99

SP - 225

EP - 242

JO - American Journal of Agricultural Economics

JF - American Journal of Agricultural Economics

SN - 0002-9092

IS - 1

ER -