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01-Applied Mathematics & Information Sciences
An International Journal


Volumes > Volume 9 > No. 2L


Modeling the Internet Search Market: A Step in Bringing the User into the Picture

PP: 291-296
Natalia Kudryashova,
Success in the internet search market is ultimately determined by the preferences of users, who may switch between search platforms, which are just a click away. Users’ switching reflects changes in the perceived value of competing offerings due to strategic decisions of market players, and, in turn, significantly modifies intended effects of these decisions on the market. We propose to place the strategic optimisation in the market in question into a framework providing ”switching feedback” of ”learning users”. However, it has to be remembered that users’ preferences are not necessarily entirely rational. Despite the absence of switching costs, there are different factors, such as habitual attraction, that affect user dynamics. We demonstrate the importance of accounting for habitual attraction in understanding the market dynamics and discuss applications of the proposed approach in economics and law.

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