HOW ARTIFICIAL INTELLIGENCE SOFTWARE BUY UP HIGH -VALUE SNEAKERS
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2022-08-19
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en
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The fourth industrial revolution uses intelligent algorithms to simulate human behaviour. These algorithms are used for malicious purposes in the sneaker market. Online robots that use these intelligent algorithms are called scalping bots. Scalping bots buy limited-edition sneakers so sneakerheads cannot buy their coveted sneakers anymore because they are sold out within seconds. This ensures that sneakerheads have to shift to the secondary market to purchase the sneakers they want, where resellers who often use bots to buy and later sell sneakers are asking enormous prices. This research investigates how sneakerheads deal with the presence of bots at different stages of the consumer buying behaviour process.
The method used is semi-structured interviews conducted with 9 participants in the sneaker market who have experience purchasing sneakers and know what scalping bots are. Analysis showed different patterns in the consumer buying behaviour process to deal with the bots. Sneakerheads do extensive information search for high anticipated sneakers since they are aware of a release. Different tactics are used during acquisition to make a chance against the bots. After a failed attempt, sneakerheads react differently to a stock-out, depending on whether they plan to wear the sneaker or resell it. This research concludes that there is no chance of getting a pair without extra effort to find information about where and when sneakers are released. Some methods that are used by sneakerheads increase their chances. However, sneakerheads are convinced that bots are one step ahead.
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Faculteit der Managementwetenschappen