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Contribution Details
| Type | Conference Presentation |
| Scope | Discipline-based scholarship |
| Title | Value of Search Aggregators |
| Organization Unit | |
| Authors |
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| Presentation Type | paper |
| Item Subtype | Original Work |
| Refereed | No |
| Status | Published electronically before print/final form (Epub ahead of print) |
| Language |
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| Event Title | 37th ISMS Marketing Science Conference (2015) |
| Event Type | conference |
| Event Location | Baltimore / USA |
| Event Start Date | June 18 - 2015 |
| Event End Date | June 20 - 2015 |
| Abstract Text | Search aggregators like Kayak, Orbitz and Expedia add value to consumers by providing a comprehensive list of available options (e.g. all airline routes that serve a given origin-destination pair along with their schedules and price). Consumers often use aggregator websites to find their best match but then book directly on the individual website, for which the aggregator receives no payment. In the absence of an aggregator, a consumer would have to search multiple airline websites and a firm might not get as many transactions. We aim to quantify the value that search aggregators give consumers and individual websites by utilizing a unique feature of the airline industry – Southwest airlines is not part of any aggregator. Consumers with Southwest in their consideration set have to make an extra search to get a comprehensive list: this feature enables us to quantify the value-add that aggregators give consumers as well as individual airline companies. |
| Official URL | http://carey.jhu.edu/uploads/files/ISMS_Marketing_Science_Conf_Packet.pdf |
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