Customer Preferences and Opaque Intermediaries

Xiaoqing Kristine Xie (First Author), Rohit Verma (Participant Author), Chris K. Anderson (Participant Author)

科研成果: 期刊稿件期刊论文

2 引用 (Web of Science)

摘要

Using two choice-based experiments, we evaluate consumer preferences hotel attributes for firms selling hotel rooms across three online distribution channel formats: full information, semi-opaque, and opaque online travel agents. A multinomial logit model is used to analyze the experimental data and measure consumer trade-offs between price and other product attributes. We then use these preferences to determine optimal channel selling strategies. Our optimal channel strategies illustrate under what conditions firms should add opaque distribution channels and the resulting incremental revenue obtained with the setting of optimal channel specific prices. We deploy two choice-based experiments, traditional and menu-based, in an effort to add flexibility to survey respondents in choice selection. As part of our analysis, we compare managerial insights from analysis based on traditional choice-based experiments to that using menu-based choice experiments. In general, we indicate that both forms of opaque selling increase firm demand and that with appropriate pricing can also increase firm revenue. In addition, opaque channels have elevated price sensitivity and increased impact of guest reviews versus traditional online travel agents.
源语言英语
页(从-至)342-353
期刊Cornell Hospitality Quarterly
58
4
DOI
出版状态已出版 - 2017

Corresponding author email

xkristine@ceibs.edu

Project name

在线多渠道分销模式下的酒店模糊定价策略与消费者行为研究

Project sponsor

国家自然科学基金

Project No.

71302079

关键词

  • buyer behavior
  • online choice experiment
  • opaque selling
  • the MNL model

成果物的来源

  • ABDC-A
  • Scopus
  • SSCI

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