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Designing Marketplaces of the Artificial with Consumers in Mind: Four Approaches to Understanding Consumer Behavior in Electronic Environments.

Journal of Interactive Marketing, Vol. 20, No. 1, pp. 21-33

14 Pages Posted: 8 Jan 2009  

Steven Bellman

Murdoch University

Eric J. Johnson

Columbia Business School - Marketing

Gerald Lohse

Accenture Corporation

Naomi Mandel

Arizona State University (ASU) - Marketing Department

Date Written: 2006

Abstract

Marketers face a myriad of decisions when developing a Web site for e-commerce. In this article, we attempt to organize our current understanding of consumer behavior into streams of research that address the development of marketplaces for the digital economy. We start by characterizing computerbased decision environments as Marketplaces of the Artificial, arguing that the unbundling of product information from products presents many decisions and opportunities for the design of decision environments. We then review four areas of research, identifying themes in each area. These areas are (a) the economics of search; (b) cognitive cost approaches; (c) constructed preference approaches; and (d) phenomenological approaches. We illustrate each approach, highlighting its assumptions and discussing examples of research questions and results.

Keywords: web site development, electronic commerce, consumer behavior, internet marketing, internet industry, marketing

Suggested Citation

Bellman, Steven and Johnson, Eric J. and Lohse, Gerald and Mandel, Naomi, Designing Marketplaces of the Artificial with Consumers in Mind: Four Approaches to Understanding Consumer Behavior in Electronic Environments. (2006). Journal of Interactive Marketing, Vol. 20, No. 1, pp. 21-33. Available at SSRN: https://ssrn.com/abstract=1323481

Steven Bellman (Contact Author)

Murdoch University ( email )

South Street
Murdoch 6150, Western Australia
Australia

Eric J. Johnson

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Gerald Lohse

Accenture Corporation ( email )

141 Walker Street
Chicago, IL 60601
United States

Naomi Mandel

Arizona State University (ASU) - Marketing Department ( email )

Tempe, AZ 85287-4106
United States

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