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  • Thumbnail for First-mover advantage in the online retail industry : an analysis of the online travel industry
    First-mover advantage in the online retail industry : an analysis of the online travel industry by Perkins, Emily Marie

    As the Internet becomes an increasingly popular medium in which to conduct business, strategists have argued over the best generic strategy for online firms, and one topic that has remained controversial is first-mover advantage theory. This thesis looks at first-mover advantage and the electronic commerce industry. In particular, it will study the effects of pioneering status on consumer cognition (specifically retrieval, recall, and preference) in the online travel-booking industry. By replicating the methods and analysis of a previous survey-based approach study conducted by Alpert and Kamins (“An Empirical Investigation of Consumer Memory, Attitude, and Perceptions Toward Pioneer and Follower Brands”), this thesis was able to analyze how a convenience sampling of Colorado College students think about the pioneer brand in the online travel-booking industry. A close analysis of the survey results rejects the three initial hypotheses that favor the pioneer.

  • Thumbnail for The effect of various consumer characteristics on purchasing behaviors online
    The effect of various consumer characteristics on purchasing behaviors online by Schornack, Amy Nicole

    The purpose of this paper is to determine which factors will affect consumer purchasing behaviors online. While previous research has been conducted in this field, the present study aims to expand upon those papers and will include factors that have never before been analyzed. The eight determinants this paper focuses on include demographics, culture, employment information, allocation of money, risky behaviors, trust in others, place of residency, and time stress. It is hypothesized that each of these determinants will be significantly related to online purchasing behavior. Data was collected by the General Social Survey (GSS) in the year 2000 and was utilized to perform an Ordinary Least Squares regression. This paper hopes to provide insight that will not only increase the success rate of online retailers but also information that will lead to a more positive online experience for consumers.

  • Thumbnail for Understanding the Effect of the Growth of Internet Access on Luxury Purchasing Decisions
    Understanding the Effect of the Growth of Internet Access on Luxury Purchasing Decisions by Jandreau-Smith, Stefan

    In the span of just over 20 years, once small companies like Amazon have grown into major retailers that have taken substantial market-share from retail behemoths like Nordstrom and JC Penny. One of the driving factors of this shift is the adoption of online access in the vast majority of American homes. This study aims to understand how the increase in online adoption has changed consumer behavior, and whether or not the increase in internet access has pushed consumers to spend more on luxury purchases. A Random Effects Poisson regression was used to observe the effects of internet access on consumer luxury spending behavior from 2000-2016. The findings were inconsistent with the initial hypothesis, that luxury good expenditures would increase with internet access. Instead, luxury good expenditures decreased as the percentage of Americans with internet increased.