How Is the Mobile Internet Different? Search Costs and Local Activities
How Is the Mobile Internet Different? Search Costs and Local Activities
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DOI：
10.1287/isre.1120.0453
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发表时间：
2013-09-01
影响因子：
4.9
通讯作者：
Han, Sang Pil
中科院分区：
文献类型：
--
作者：
Ghose, Anindya;Goldfarb, Avi;Han, Sang Pil
我们探讨了互联网浏览行为如何在移动的手机和个人电脑之间变化。移动的电话上较小的屏幕尺寸增加了用户浏览信息的成本。此外，使用移动的互联网的离线地点范围更广，这表明当地活动尤为重要。使用数据的用户行为（类Twitter）微博服务，我们利用外源性变化的排名机制的职位，以确定排名的影响。我们发现，（1）排名效应较高的移动的手机，这表明更高的搜索成本：出现在屏幕顶部的链接，特别是有可能被点击在移动的手机和（2）浏览地理位置接近的匹配的好处是更高的移动的手机：商店位于靠近用户的家更有可能被点击在移动的手机。因此，移动的互联网在某种程度上不太“像互联网”：搜索成本更高，距离更重要。我们推测这些变化可能会如何影响互联网商务的未来方向。
We explore how Internet browsing behavior varies between mobile phones and personal computers. Smaller screen sizes on mobile phones increase the cost to the user of browsing for information. In addition, a wider range of offline locations for mobile Internet usage suggests that local activities are particularly important. Using data on user behavior at a (Twitter-like) microblogging service, we exploit exogenous variation in the ranking mechanism of posts to identify the ranking effects. We show that (1) ranking effects are higher on mobile phones suggesting higher search costs: links that appear at the top of the screen are especially likely to be clicked on mobile phones and (2) the benefit of browsing for geographically close matches is higher on mobile phones: stores located in close proximity to a user's home are much more likely to be clicked on mobile phones. Thus, the mobile Internet is somewhat less "Internet-like": search costs are higher and distance matters more. We speculate on how these changes may affect the future direction of Internet commerce.