Start Date

12-13-2015

Description

This paper investigates whether taxi apps provide attribute value for taxi driver, and how two-sided sales promotion interacted with consumer learning about attribute value to influence taxi drivers’ decision of adoption of taxi app. We propose a conditional Bayesian learning model to allow learning about multiple attributes. We find the evidence of taxi driver’s learning about attribute of app, transaction successful rate and the probability of earning cash back from app provider. We also find measurable evidence that sales promotion during product introduction has indirect effect through learning.

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Dec 13th, 12:00 AM

Optimizing Two Sided Promotion for IS Enabled Transportation Network: A Conditional Bayesian Learning Model

This paper investigates whether taxi apps provide attribute value for taxi driver, and how two-sided sales promotion interacted with consumer learning about attribute value to influence taxi drivers’ decision of adoption of taxi app. We propose a conditional Bayesian learning model to allow learning about multiple attributes. We find the evidence of taxi driver’s learning about attribute of app, transaction successful rate and the probability of earning cash back from app provider. We also find measurable evidence that sales promotion during product introduction has indirect effect through learning.