Publication Type
Conference Proceeding Article
Version
publishedVersion
Publication Date
1-2017
Abstract
Faster Internet connections and advanced streaming technologies have boosted the consumption of digital entertainment content. Nonetheless, many content providers are still struggling to differentiate their services and sell their offerings in the market, due to the large number of options available and customers’ uncertainty about the specific attributes of individual information goods. The providers employ different strategies to communicate information on the quality and fit of their products. In this research, I examine the effectiveness of sampling-based seller strategy on the marketing of digital entertainment goods. Using a large dataset on series drama on-demand, I show that content sampling plays a critical role in reducing consumers’ uncertainty concerning fit, thus stimulates more demand.
Discipline
Computer Sciences | E-Commerce
Publication
Pacific Telecommunications Council Annual Conference 2017, January 15-18, Hawaii: Proceedings
First Page
1
Last Page
18
Publisher
Pacific Telecommunications Council
City or Country
Honolulu, HI
Citation
HOANG, Ai Phuong.
They all seem good, but which one fits me? Reducing fit uncertainty for digital entertainment goods. (2017). Pacific Telecommunications Council Annual Conference 2017, January 15-18, Hawaii: Proceedings. 1-18.
Available at: https://ink.library.smu.edu.sg/sis_research/3963
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.