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Title:      BRINGING WINE-MAKING BUSINESS ONLINE: WHAT MATTERS MOST TO CUSTOMERS
Author(s):      Michele Gorgoglione, Umberto Panniello, Daniela Buonamassa
ISBN:      978-989-8533-42-5
Editors:      Mário Macedo, Claire Gauzente, Miguel Baptista Nunes and Guo Chao Peng
Year:      2015
Edition:      Single
Keywords:      E-business model, e-commerce, conjoint analysis, utility function, multiple regression, wine-making.
Type:      Poster/Demonstration
First Page:      239
Last Page:      241
Language:      English
Cover:      cover          
Full Contents:      click to dowload Download
Paper Abstract:      As of the Internet outburst, turning a traditional business into an e-business model has been a thorny problem for entrepreneurs and managers. One crucial decision is how the online service should be designed. The goal of this research is to measure the value for customers of different combinations of service attributes in an online wine-making business model and to identify segments of customers based on these preferences. We conducted a survey on a sample of potential customers of an online start-up and applied a conjoint analysis to build the utility functions. We clustered customers and run linear regression models in order to build segment-level utility functions. We identified nine segments of customers with similar preferences and inferred some managerial implications.
   

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