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1、ONLINECONSUMERPSYCHOLOGYPriortothewidespreadretailuseofelectronicmediasuchastheInternetinthemid-tolate-1990s,oneoftheprimarymethodsfirmsusedtomeettheneedsofconsumerswastodividetheoverallheterogeneousmarketintosmaller,homogeneoussegments,withthegoalbeingmoreprecisesatisfacti
2、onofindividualwantsandneeds(Smith,1956).Sucheffortsresultedinanincreaseintheavailabilityofproductsthatmatchconsumers'preferences,butatthecostofofferinglarge,high-varietyassortments.Thistypeofstrategyultimatelyledtothecreationoflarge"category-killer"storessuchasBestBuyandCir
3、cuitCitywheredozensofproductvariantsaredisplayedinordertoappealtoawiderrangeofconsumersthanpossibleatmuchsmallerstoresthatcarrymorenarrowassortmentsofproducts.Althoughsuchastrategymakesitmorelikelythatretailerswillcarryproductsthatconsumersdesire,sortingthroughsuchlargeasso
4、rtmentsisextremelyeffortfulforconsumers,tothepointwherethesizeoftheassortmentcancreatedissatisfactionwiththeprocessandcandecreasethelikelihoodthattheconsumerwillactuallyselectaproductconsistentwithhisorherpreferences(Huffman&Kahn,1998;Keller&Staelin,1987).Inordertobetterfac
5、ilitateamatchbetweenconsumers'preferencesandfirms'productofferingswithoutincreasingtheburdenontheconsumer,companieshaverecentlybegunusingnewmediatoimplementcollaborativestrategieswithindividuals(Kahn,1998;Prahalad&Ramaswamy,2000;Sheth,Sisodia,&Sharma,2000),facilitatedinlarg
6、epartbytheinteractivenatureoftheInternet,whichmakestwo-way,real-timecommunicationbetweenfirmsandconsumerseconomicallypractical(Hoffman&Novak,1996).Consistentwiththiscapability,sevenofthetoptenInternetretailsitestailorsomepartoftheirproductofferingstothepreferencesofindividu
7、alconsumers,altogethergrossingnearly$4billionin2000(NationalRetailFoundation,2000).Thisuseofnewtechnologytomarkettoindividualconsumersallowsfirmstoengageinmarketingactivitiesnotpreviouslyfeasible.Althoughmerchantshavehelpedconsumerssortthroughalternativesforcenturies,andski
8、lledartisanshavemadebuild-to-orderproductsavailablelongbeforemassproductionwascomm
