How Digital Word-of-Mouth Affects Consumer Decision Making: Evidence from Doctor Appointment Booking

We use detailed clickstream data on online word-of-mouth (WOM) to uncover mechanisms underlying its influence on consumer decision making. A feature launch on a major doctor appointment booking platform allows us to examine the effects of online WOM on three dimensions of a consumer’s choice process...

Ausführliche Beschreibung

Gespeichert in:

Bibliographische Detailangaben
Veröffentlicht in:	Management science 2021-03, Vol.67 (3), p.1546-1568
Hauptverfasser:	Shukla, Aishwarya Deep, Gao, Guodong (Gordon), Agarwal, Ritu
Format:	Artikel
Sprache:	eng
Schlagworte:	Analysis consideration set Consumer behavior consumer decision making Consumer preferences Decision making Demand Health care industry Immediate Internet marketing location choice Marketing Medical appointments natural experiment online ratings online word of mouth physician quality Physicians Technology application Word of mouth advertising Word of mouth marketing
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!

Schreiben Sie den ersten Kommentar!