Inhoud
Zooming In on Choice: How Do Consumers Search for Cameras Online?....2
A Thematic Exploration of Digital, Social Media, and Mobile Marketing:
Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry"
by Lamberton and Stephen..........................................................................5
Overview of the Most Highly Cited Articles in Digital, Social Media, and
Mobile Marketing..........................................................................................8
Game Advertising: A Conceptual Framework and Advertising Prevalence
Analysis......................................................................................................11
Quest for Insights: Leveraging the Video Game Ecosystem for Marketing
Data and Analytics.....................................................................................14
Consumers and Artificial Intelligence: An Experiential Perspective...........18
,Zooming In on Choice: How Do Consumers
Search for Cameras Online?
Introduction
Consumer search behaviour in online markets is a critical area of study in
marketing and economics. This paper investigates how consumers search
for cameras online before making a purchase. The study focuses on
identifying patterns in search behavior, the role of product attributes, and
the decision-making process leading to a purchase. Understanding these
patterns can help retailers and manufacturers tailor their marketing
strategies to better align with consumer behavior.
Search Behaviour and Attribute Exploration
One of the key findings is that consumers tend to search within a small
range of product attributes. The study identified four key attributes that
influenced search behaviour:
1. Display Size – Consumers frequently compare screen sizes of digital
cameras, as display size is an important usability factor.
2. Pixel Count – Image resolution plays a significant role in search
preferences, with consumers often seeking higher megapixel counts
for better photo quality.
3. Price – While price remains a crucial factor, it is not the sole driver of
search behaviour. Consumers appear to balance price with feature
preferences.
4. Zoom Capability – Optical zoom levels are commonly explored
during the search process, especially for users interested in
capturing distant subjects.
The data revealed that while consumers search a variety of options, they
tend to stay within a narrow range of attribute levels, focusing on products
with similar characteristics. This indicates that consumers enter the search
process with a rough idea of their preferred product specifications.
Repeated Search and Product Reconsideration
A significant portion of search behaviour involves revisiting previously
viewed products. The study found that 31% of all searches were return
visits to products already considered. Additionally, revisits played a key
role in the final purchase decision:
Products viewed multiple times were significantly more likely to be
purchased.
Consumers tended to re-evaluate options before making a final
decision, suggesting that search serves both an exploratory and
confirmatory function.
The probability of purchase increased with the number of times a
product was viewed, reinforcing the idea that familiarity breeds
preference.
, Evolution of Search
The study observed a distinct pattern in how consumer search behavior
evolved over time:
1. State Dependence – Consumers often followed a path-dependent
search strategy, where previously searched attributes influenced
subsequent searches. Once a consumer developed a preference for
a certain brand or feature, they tended to continue exploring similar
options.
2. Narrowing Search Scope – As the search progressed, the range of
attributes considered became more focused, leading to fewer
alternative comparisons. Consumers effectively "zoomed in" on their
preferred attributes over time.
3. Late Discovery of Choice – The final product chosen was often
discovered late in the search process. This suggests that while
consumers may have an initial preference, they often make their
final decision only after extensive exploration.
4. Keyword Usage Patterns – Initially, consumers used generic search
terms (e.g., "digital camera"), but as they progressed, they searched
for specific brands and models. This shift in keyword specificity
reflects increasing knowledge and confidence in their preferences.
5. Search Acceleration – The time between successive searches
decreased as consumers approached their final purchase decision.
This suggests that once a consumer narrows their choices, they tend
to move more quickly toward purchase.
Search and Purchase Decision
Consumers use search as a mechanism to refine their preferences rather
than to discover entirely new alternatives. The study found that the
average attribute levels searched were highly predictive of the final
choice, with selected products often lying within the subspace of
previously searched items. Even in early search stages, consumers were
already focusing on products similar to their eventual selection.
The research also highlights that revisiting an option multiple times
increases the likelihood of purchase. Consumers who viewed a product
four times were significantly more likely to buy it compared to those who
viewed it only once. This suggests that online search is not only
exploratory but also confirmatory, where consumers repeatedly evaluate
familiar options before finalizing their decision.
Additionally, price shopping across different retailers was not as prevalent
as expected. Around 70% of consumers searched for their final camera
purchase at only one online retailer, indicating that consumers were more
focused on product attributes than price differences between retailers. The
price dispersion across retailers was low, further reinforcing that attribute-
based selection played a more significant role than price comparison. This
challenges the conventional assumption that consumers primarily shop for
the best price rather than for a specific product.
Implications for Marketers
The insights from this study have several practical implications:
Zooming In on Choice: How Do Consumers Search for Cameras Online?....2
A Thematic Exploration of Digital, Social Media, and Mobile Marketing:
Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry"
by Lamberton and Stephen..........................................................................5
Overview of the Most Highly Cited Articles in Digital, Social Media, and
Mobile Marketing..........................................................................................8
Game Advertising: A Conceptual Framework and Advertising Prevalence
Analysis......................................................................................................11
Quest for Insights: Leveraging the Video Game Ecosystem for Marketing
Data and Analytics.....................................................................................14
Consumers and Artificial Intelligence: An Experiential Perspective...........18
,Zooming In on Choice: How Do Consumers
Search for Cameras Online?
Introduction
Consumer search behaviour in online markets is a critical area of study in
marketing and economics. This paper investigates how consumers search
for cameras online before making a purchase. The study focuses on
identifying patterns in search behavior, the role of product attributes, and
the decision-making process leading to a purchase. Understanding these
patterns can help retailers and manufacturers tailor their marketing
strategies to better align with consumer behavior.
Search Behaviour and Attribute Exploration
One of the key findings is that consumers tend to search within a small
range of product attributes. The study identified four key attributes that
influenced search behaviour:
1. Display Size – Consumers frequently compare screen sizes of digital
cameras, as display size is an important usability factor.
2. Pixel Count – Image resolution plays a significant role in search
preferences, with consumers often seeking higher megapixel counts
for better photo quality.
3. Price – While price remains a crucial factor, it is not the sole driver of
search behaviour. Consumers appear to balance price with feature
preferences.
4. Zoom Capability – Optical zoom levels are commonly explored
during the search process, especially for users interested in
capturing distant subjects.
The data revealed that while consumers search a variety of options, they
tend to stay within a narrow range of attribute levels, focusing on products
with similar characteristics. This indicates that consumers enter the search
process with a rough idea of their preferred product specifications.
Repeated Search and Product Reconsideration
A significant portion of search behaviour involves revisiting previously
viewed products. The study found that 31% of all searches were return
visits to products already considered. Additionally, revisits played a key
role in the final purchase decision:
Products viewed multiple times were significantly more likely to be
purchased.
Consumers tended to re-evaluate options before making a final
decision, suggesting that search serves both an exploratory and
confirmatory function.
The probability of purchase increased with the number of times a
product was viewed, reinforcing the idea that familiarity breeds
preference.
, Evolution of Search
The study observed a distinct pattern in how consumer search behavior
evolved over time:
1. State Dependence – Consumers often followed a path-dependent
search strategy, where previously searched attributes influenced
subsequent searches. Once a consumer developed a preference for
a certain brand or feature, they tended to continue exploring similar
options.
2. Narrowing Search Scope – As the search progressed, the range of
attributes considered became more focused, leading to fewer
alternative comparisons. Consumers effectively "zoomed in" on their
preferred attributes over time.
3. Late Discovery of Choice – The final product chosen was often
discovered late in the search process. This suggests that while
consumers may have an initial preference, they often make their
final decision only after extensive exploration.
4. Keyword Usage Patterns – Initially, consumers used generic search
terms (e.g., "digital camera"), but as they progressed, they searched
for specific brands and models. This shift in keyword specificity
reflects increasing knowledge and confidence in their preferences.
5. Search Acceleration – The time between successive searches
decreased as consumers approached their final purchase decision.
This suggests that once a consumer narrows their choices, they tend
to move more quickly toward purchase.
Search and Purchase Decision
Consumers use search as a mechanism to refine their preferences rather
than to discover entirely new alternatives. The study found that the
average attribute levels searched were highly predictive of the final
choice, with selected products often lying within the subspace of
previously searched items. Even in early search stages, consumers were
already focusing on products similar to their eventual selection.
The research also highlights that revisiting an option multiple times
increases the likelihood of purchase. Consumers who viewed a product
four times were significantly more likely to buy it compared to those who
viewed it only once. This suggests that online search is not only
exploratory but also confirmatory, where consumers repeatedly evaluate
familiar options before finalizing their decision.
Additionally, price shopping across different retailers was not as prevalent
as expected. Around 70% of consumers searched for their final camera
purchase at only one online retailer, indicating that consumers were more
focused on product attributes than price differences between retailers. The
price dispersion across retailers was low, further reinforcing that attribute-
based selection played a more significant role than price comparison. This
challenges the conventional assumption that consumers primarily shop for
the best price rather than for a specific product.
Implications for Marketers
The insights from this study have several practical implications:
