摘要:
Amazon, eBay, Shopify and other online marketplaces offer unprecedented opportunities to market products to a wide range of consumers. Using actual product webpages on ***, we conducted a field experiment that validates the lab results to show that search products benefit from a more informative experience, but experience products benefit from a more social experience. Second, firms should leverage this product and brand knowledge and apply the design guide to select relevant design elements for their product pages. [Extracted from the article]