互联网对汽车信息搜索的影响

The Impact of the Internet on Information Search for Automobiles

Journal of Marketing Research · 2003
被引 323
FT 50UTD 24ABS 4★

中文导读

利用1990年和2000年汽车购买者调查数据,研究互联网作为汽车信息来源的使用决定因素、对其他信息来源的影响以及对总搜索努力的影响。

Abstract

Using data from surveys of automobile buyers collected in 1990 and 2000 in a natural experiment setting, the authors study the determinants of use of the Internet as a source of information on automobiles, its impact on the use of other sources, and its impact on total search effort. The results indicate that the Internet draws attention in approximately the same proportion from other sources. The results also show that those who use the Internet to search for automobiles are younger and more educated and search more in general. However, the analysis also indicates that they would have searched even more if the Internet had not been present.

互联网市场营销消费者行为信息搜索