An Analyze of the Zero Price Effect on Online Business Performance-An Research Based on the Mobile Internet
With continued expansion of the Mobile Internet users, Mobile Internet has become an important channel for informational goods transacting, and such content providers have indeed become popular with consumers. Recent research has made significant advances in the understanding of various Internet marketing issues. However, an important problem for content providers has remained virtually untouched, that is, how business performance is affected by zero price products in the online context In order to fill this gap, this study will use clickstream data to develop a model showing the effect of zero price products on consumer purchase behavior, and then analyze the data from two experiment study to determine whether the zero price products have dynamic effects on the business performance. The result will be support the guidance for the Mobile Internet or content provider when they want to use zero price products to improve their site performance.
online business performance zero price effect mobile internet dynamic effect Clickstream data
Yanbin Liu Ping Yuan
School of Management Ningbo Institute of Technology, Zhejiang University Ningbo, China
国际会议
西安
英文
675-678
2010-08-07（万方平台首次上网日期，不代表论文的发表时间）