Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

تمرين 13

Amazon
Some mass-market e-commerce sites, such as Amazon, have extended the concept of customization to their customer base. The company has created an affinity group by drawing on certain users' likes and dislikes to make product recommendations to other users. Check out this pioneering online retailer at www.amazon.com.
Is the consumer's level of involvement with an online book purchase likely to be high or low?