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Title:
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IS ONLINE CONSUMER PRICE SENSITIVE? A COMPREHENSIVE FRAMEWORK AND IMPLICATIONS FOR DEVELOPING E-PRICING STRATEGIES |
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Author(s):
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Ana Isabel Torres , Francisco Vitorino Martins |
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ISBN:
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978-972-8924-49-2 |
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Editors:
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Sandeep Krishnamurthy and Pedro Isaías |
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Year:
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2007 |
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Edition:
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Single |
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Keywords:
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Electronic Markets, Price Dispersion, Price Discrimination, Online Consumer Behaviour, Price Sensitivity. |
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Type:
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Full Paper |
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First Page:
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155 |
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Last Page:
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162 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The explosive growth of Internet retailing has increased competition among firms selling online. This competition is
based on higher price dispersion and price discrimination, having important customer behaviour implications, which
affect firms profitability. This phenomenon has trigger a stream of research on online price dispersion, however not
consensual. In this paper we review the empirical and theoretical literature on price levels at electronic markets We
develop a comprehensive framework to better understand the drivers of price dispersion and price discrimination at
Internet, examining its impacts on consumer behaviour - price sensitivity, price orientation or convenience orientation
and we discuss e-pricing strategic implications to e-retailers. Finally this paper presents some conclusions, which
underlies directions for future research. |
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