作者：Jang, Hongseok; Jung, Kyung Sung; Kwark, Young
作者单位：Tulane University; University of Denver
摘要：With the growing number of shoppers entering e-marketplaces, e-retailers commonly use tailoring technology to cater to diverse shopper needs and gain a competitive advantage. However, the impact of shopper heterogeneity in this tailoring competition remains unclear. Focusing on e-retailers' tailoring practice, we fill the gap by revealing its impact on e-marketplace channel competition and sellers' coordination decisions. We find that shopper expertise with competing e-retailers and pricing co...
