Description
Product information and price comparison apps on smartphones play an increasing role in consumers’ purchase decision process. Consumers are able to choose from a variety of product information search applications (apps) which mainly differ with respect to the information that is provided to consumers during their search process. The goal of this study is to analyze preferences regarding different information types that such apps provide. We conduct an adaptive choice-based conjoint analysis combined with a between subject experiment for a sample of 330 consumers. We identify differences between high- and lowinvolvement products. Individual differences are explained using psychometric latent constructs. Our results reveal heterogeneous preferences which also depend on the product category. Consumer attitudes like quality vs. price consciousness and green consumer values influence the valuation of certain information types.
Consumer Preferences for Product Information and Price Comparison Apps
Product information and price comparison apps on smartphones play an increasing role in consumers’ purchase decision process. Consumers are able to choose from a variety of product information search applications (apps) which mainly differ with respect to the information that is provided to consumers during their search process. The goal of this study is to analyze preferences regarding different information types that such apps provide. We conduct an adaptive choice-based conjoint analysis combined with a between subject experiment for a sample of 330 consumers. We identify differences between high- and lowinvolvement products. Individual differences are explained using psychometric latent constructs. Our results reveal heterogeneous preferences which also depend on the product category. Consumer attitudes like quality vs. price consciousness and green consumer values influence the valuation of certain information types.