Publication Type

Journal Article

Version

publishedVersion

Publication Date

12-2006

Abstract

To enhance the effectiveness of online comparisons from a manufacturer's point of view, we develop a framework for the comparison challenge approach. To develop the comparison challenge framework, we analyze 12 factors that determine the characteristics of comparison and propose models of valuable comparison challenges using the CompareMe and CompareThem strategies. We demonstrate the approaches with the example of PC selection. To help plan the comparison challenges, we formulate a mathematical programming model that maximizes the total value of comparison under the constraints of comparison opportunity and budgetary limitation. The model is applied to eight comparison scenarios, and its performance is contrasted with the view of balancing long-term perspective and short-term revenue increase. The performance of the comparison challenge approach is contrasted with those of random banner and similarity-based comparison approaches, and shows a substantially higher effect.

Keywords

Comparison shopping, Comparison challenge, Online advertisement, Ad planning, Electronic commerce

Discipline

Computer Sciences | E-Commerce

Research Areas

Information Systems and Management

Publication

Electronic Commerce Research and Applications

Volume

5

Issue

4

First Page

282

Last Page

294

ISSN

1567-4223

Identifier

10.1016/j.elerap.2006.05.002

Publisher

Elsevier

Embargo Period

8-19-2019

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1016/j.elerap.2006.05.002

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