customer behavior

Discounts: A Double-Edged Sword
CAO, Zike | 許佳龍 | 徐紅

For retailers seeking to stand out in the cutthroat world of e-commerce, discounts can offer a powerful advert ...

The Power of Surprise as a Marketing Tool
CHATTOPADHYAY, Amitava | KIM, Christine | WADHWA, Monica | 王文博

Before any new product is launched, it must be tested. As customer reviews flow in, companies may find that th ...

Giving Online Consumers What they Want
劉佳 | TOUBIA, Olivier

With the rise of search engines such as Google, it is becoming increasingly important to determine how consume ...

The Impact of Product Reviews on Consumers and Firms
KAPUSCINSKI, Roman | DEBO, Laurens | 于漫

Before deciding to purchase a product, a consumer can access information via consumer reviews by customers who ...