Yahoo! Local By Pei-chun Chao
Yahoo! Local Value Proposition • 24-hour accessibility • Interactivity • Customized information • Ease of product comparison • Relative low cost of searching time & effort
Target Audience Those who search for or purchase travel product online are more likely to be young, to have higher incomes, to be employed in management jobs, and to have more online experience. (Weber and Roehl, 1999)
24-hour accessibility Consumer Value • For one’s own sake • Done by an user • A functional mean to one’s goal. Time!!!
Interactivity Consumer Value • The searching experience is appreciated as an end in itself
Goal-Directed Search • Customized information The decision effort is directed toward satisfying instead of maximizing. Limit attention to a smaller subset of information can speed up searching
Confidence Value vs. Predictive Value • Ease of product comparison Low Confidence Value Highest PredictiveValue • For example: searching for restaurants • The overall rating • Price • Location (distance) • Customer Reviews
Peripheral Route Central Route Elaboration Likelihood Model Cues Arguments Impact on the amount of persuasion Elaboration Low High
Relative low cost of searching time & effort Perceived Risk Uncertainty • Five Uncertainty Avoidance Dimensions: • Monetary (i.e. losing income) • Functional (i.e. doesn’t meet needs) • Physical (i.e. personal illness) • Social (i.e. unfashionable) • Psychological (i.e. damage self-esteem) • (Hofstede, 1980) Perceived Risk Consequences
Future Strategy • Learn consumer preferences from historical searching/review data and then give more precise recommendations. • Adapt to cultural differences on online-search if any.