will become dependent subcontractors on electronic markets. Consumers invest time and effort building up a relation with a …In this article, contrary to popular belief, it is argued on the basis of Transaction Cost Economics that consumers … discriminate prices. As subcontractors consumers face high switching costs and are thus dependent on producers or e …

the effect of socio-demographics. Using a sample of 269 Dutch consumers we estimate a Tobit (2) model explaining choice …

-out responses. Our empirical results show that both characteristics are important determinants. Consumers are more product loyal in … hedonic product groups than in utilitarian product groups and consumers are more brand loyal to high equity brands than to low …