期刊论文

Wu, LL

英文

Decision Support Systems

0167-9236

2023

177

114103

10.1016/j.dss.2023.114103

CRediT authorship contribution statement Shiming Deng: Conceptualization, Visualization, Supervision, acquisition. Rachel Chen: Validation, Writing – review & editing, Investigation. Lingli Wu: Methodology, Software, Formal analysis, Writing – original draft, Project administration, acquisition.

本校为通讯机构

Consumers are often uncertain about how a product fits their individual preferences before purchase. To resolve such uncertainty, firms can use fit-revelation activities such as sampling, product demonstration, and virtual showrooms. Recently, there is an emerging trend of combining product sampling with advertising (e.g., Amazon’s sampling-advertising initiative). Empirical research has shown that fit-revelation may enhance or weaken the effect of advertising. We contribute to the literature by developing an analytical model that links these ...