Would You Purchase From a Seller in Alaska? Preference For Differently Located Sellers in Online Marketplaces

Sae Rom Lee, Pennsylvania State University, USA
Margaret G. Meloy, Pennsylvania State University, USA
We demonstrate that preference for near sellers over far sellers in online marketplaces is due to the psychological distance associated with physical distance. Preference for far sellers can thus be increased by reducing psychological distance associated with the particular geographical location or through presentation of product information denoting near distance.
[ to cite ]:
Sae Rom Lee and Margaret G. Meloy (2012) ,"Would You Purchase From a Seller in Alaska? Preference For Differently Located Sellers in Online Marketplaces", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 737-738.