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27 May 2001, Norway:

Hello!

I'd like to know: What are the MOST critical success factors for a
price-comparison/rating-site (like bizrate) ?

Best regards,

Vidar

Dear Vidar:

Professors Brynjolfsson and Smith have written a very interesting research working paper about price comparison sites and they find that, even in such this specialised sites, price is not the leading decision factor. In many cases, after consulting the comparison site, consumers go to retailers in whom they have confidence - rather than those who offer the best prices.

I suggest you read the good professors' paper: The Great Equalizer? Consumer Choice Behavior at Internet Shopbots. Working Paper.

Thanks to Ángel Herrero Crespo of Área de Comercialización e Investigación de Mercados, Universidad de Cantabria for pointing this out to me!

Good luck,

Dr. Ecommerce