617 / 2024-04-27 13:32:10

Do Fairness Concerns Matter for the Deployment of Product Visualization Tools in the E-marketplace?

product visualization,consumer fairness concerns,supply chain

Deploying product visualization tools (PVTs) can reduce product fit uncertainty in E-marketplaces. This study examines the impact of PVTs on selling new products. Consumers are fairness-minded. PVTs are likely to be deployed when consumer fairness concerns are weak. We find that highly precise PVTs can help achieve an all-win outcome for the supplier, retailer, and consumers if the new product has low quality. Such an all-win outcome also exists if product quality exceeds a certain level, but the degree of visualization precision should be reduced. The region of an all-win outcome of deploying PVTs will expand with decreased consumer fairness concerns. Thus, consumer fairness concerns are advised to be measured when deploying PVTs. Demand will decrease if product quality and the degree of visualization precision are high. Consequently, an all-lose outcome will occur. Thus, deploying highly precise PVTs is not wise when selling high-quality new products.