Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 34, Issue -, Pages 264-270Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2016.01.008
Keywords
Omnichannel; Information signal; Pure-play online retailer; Willingness-to-pay; Showrooming
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Published research examining differences in consumer willingness to pay for products at omnichannel and pure-play online retailers is based on non-durable, search products and is equivocal; prices at pure play online retailers are not always lower. This research examines differences in consumer willingness to pay for online purchases of functional and expressive products that differ in the length of product life, i.e. durable and nondurables at omnichannel versus pure play online retailers. Empirical analysis of consumer -centric, multi-site clickstream data of prices paid show that consumers are willing to pay higher prices for home goods products at omnichannel retailers compared to pure-play online retailers but differ for functional and expressive products. Implications are drawn to assist both omnichannel and PPO retailers in their pricing strategies. (C) 2016 Elsevier Ltd. All rights reserved.
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