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How "Social Contagion" Affects Consumers' Willingness to Try Online Retailers
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******************************** How "Social Contagion" Affects Consumers' Willingness to Try Online Retailers http://knowledge.wharton.upenn.edu/index.cfm?fa=viewfeature&id=1056 For traditional retailers, location, location, location is an all-too-familiar mantra, with stores made or broken by factors such as traffic flow, demographics and parking. But what about the brave, new and often perilous world of Internet retailing, where the physical location of a store is meaningless? How, when customers and competitors are geographically dispersed, does an online retailer's customer base evolve? A recent study by Wharton marketing professor David R. Bell, entitled "Social Contagion and Trial on the Internet: Evidence from Online Grocery Retailing," offers some intriguing answers.
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