The Impact of Intelligent Agents on Electronic Markets: Customization, Preference Revelation and Pricing.

Abstract

Apart from reducing buyer search costs, web-based commerce has also enabled the use of intelligent agent technologies that reduce seller search costs by targeting buyers, customizing, and pricing products in real-time. Our model of an electronic market with customizable products analyzes the pricing, profitability and welfare implications of these agent-based technologies that price dynamically, based on product preference and demographic information revealed by consumers. We find that in making the trade-off between better prices and better customization, consumers invariably choose less-than-ideal products. Furthermore, this trade-off impacts buyers on the higher end of the market more, and causes a transfer of consumer surplus towards buyers with a lower willingness to pay. As buyers adjust their product choices in response to better demand agent technologies, sellers may experience reduced revenues, since the gains from better buyer information are countered by the lowering of the total value created from the transactions. We study the strategic and welfare implications of these findings, and discuss managerial and technology development guidelines.