It is well known that the Internet has significantly reduced consumers'search costs online. But relatively little is known about how searchcosts affect consumer demand structure in online markets. In this paper,we identify the impact of search costs on firm competition and marketstructure by...

It is well known that the Internet has significantly reduced consumers’ search costs online. But relatively little is known about how search costs affect consumer demand structure in online markets. In this paper, we identify the impact of search costs on firm competition and market structure...