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.
Recommended Citation
Zheng, Jinyang; Tan, Yong; Ren, Fei; and Chen, Xi, "Optimizing Two Sided Promotion for IS Enabled Transportation Network: A Conditional Bayesian Learning Model" (2015). ICIS 2015 Proceedings. 16.
https://aisel.aisnet.org/icis2015/proceedings/EconofIS/16
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.