主讲人：胡智颖 Ph.D Candidate of Scheller College of Business,Georgia Institute of Technology
We developed a novel mathematical framework to unravel how firm-provided search aid schemes interact with the mix of explored and unexplored product options to help “move consumers forward” along their purchase journey. Our approach models the transition of consumers’ purchase intent through a hidden Markov framework, and the process of adjusting search aids using a forward projection model. Preliminary results identify a stage difference of consumer search behaviors and the impact of product information on their decisions. We offer implications for firms on ways in which they can benefit by systematically internalizing not only the heterogeneous but also real-time nature of consumer knowledge update.