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Full-Text Articles in Business
Like What You See? The Influence Of Program Assortment Organization And Viewing Motivation On Video-On-Demand Consumption, Boram Nam
Dissertations, Theses, and Capstone Projects
This research investigates the effect of program assortment organization and consumers’ viewing motivation on Video-on-Demand (VOD) consumption. In doing so, we examine the formation of viewers’ choice set and product interests in the context of the largely unexplored VOD marketplace. Specifically, we test the interaction between program assortment organization and the specificity of consumers’ motivation toward content for viewing on VOD to show that the size of choice set increases when program assortment is organized by content (genre) vs. a non-content specific alternative (recommendation) among consumers with an activity-focused (vs. content-focused) viewing motivation. We also provide preliminary evidence that consumer …
The Use Of Indicators For Unobservable Product Qualities: Inferences Based On Consumer Sorting, Matthew G. Nagler, Fredi Kronenberg, Edward J. Kennelly, Bei Jiang, Chunhui Ma
The Use Of Indicators For Unobservable Product Qualities: Inferences Based On Consumer Sorting, Matthew G. Nagler, Fredi Kronenberg, Edward J. Kennelly, Bei Jiang, Chunhui Ma
Publications and Research
We propose a method for measuring the conjectural errors that inexpert consumers make relative to experts in using observable product characteristics as surrogate indicators of a valued unobservable characteristic. Observations on the unobservable characteristic, available to the researcher but not consumers, are used to divide the data into high- and low-quality subsamples. Separate hedonic estimation on the subsamples enables measurement of the relative valuations and conjectures of experts and non-experts with respect to indicators under the assumption that consumers sort across quality grades based on their appraisal expertise. The method is demonstrated using a small sample of SKU-level data on …