Journal
JOURNAL OF PUBLIC POLICY & MARKETING
Volume 22, Issue 1, Pages 17-25Publisher
SAGE PUBLICATIONS INC
DOI: 10.1509/jppm.22.1.17.17625
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Consumers who bought electronics products at the lowest prices on Shopper.com during 2000 and 2001 saved an average of 16% off the average listed price. The value of the information provided by a service such as Shopper.com depends on the size of the market, which is consistent with a variety of theories. When two firms list prices, consumers save 11% by purchasing at the lowest price rather than at the average price. These savings jump to 20% when more than 30 firms list prices. However, the potential savings accrue only to consumers on the right side of the digital divide.
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