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An empirical investigation of everyd...

Sin, Raymond Gee Han.

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An empirical investigation of everyday low price (EDLP) strategy in electronic markets.

Record Type:	Electronic resources : Monograph/item
Title/Author:	An empirical investigation of everyday low price (EDLP) strategy in electronic markets./
Author:	Sin, Raymond Gee Han.
Description:	141 p.
Notes:	Source: Dissertation Abstracts International, Volume: 66-11, Section: A, page: 4107.
Contained By:	Dissertation Abstracts International66-11A.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3196892
ISBN:	9780542427619

An empirical investigation of everyday low price (EDLP) strategy in electronic markets.
Sin, Raymond Gee Han.

An empirical investigation of everyday low price (EDLP) strategy in electronic markets. - 141 p.

Source: Dissertation Abstracts International, Volume: 66-11, Section: A, page: 4107.

Thesis (Ph.D.)--University of Southern California, 2005.

Retail price formats are important strategic tools for traditional brick-and-mortar retailers. The most popular price formats are "Everyday Low Price" (EDLP) and "Promotional Pricing" (HILO). Sellers who adopt EDLP tend to charge relatively stable, below average prices; while those who adopt HILO are promotion-oriented and charge higher prices on average but engage in frequent promotions. While managing the "low price" perception for EDLP sellers is much easier in the physical context given the relatively high costs required for consumers to uncover the difference in prices across stores, the advent of electronic commerce and the ability of consumers to easily price-search multiple stores pose new challenges to sellers adopting this particular price format in electronic markets. This study examines the role of price format adoption in competition in electronic markets and offers insights on alternative explanations for persistent price dispersion online. Using a hierarchical modeling approach and 1,137,500 unique price observations obtained from online travel agents as well as individual airlines' websites in 2004, this research aims to address the following questions: (1) Do self-declared EDLP sellers indeed charge low, stable prices online? (2) Is EDLP being adopted in electronic markets in the same fashion as in physical markets? (3) How does this practice affect the overall pricing structure in the market?

ISBN: 9780542427619Subjects--Topical Terms:

1017573
Business Administration, Marketing.

An empirical investigation of everyday low price (EDLP) strategy in electronic markets.
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100 1 $a Sin, Raymond Gee Han. $3 1909662
245 1 3 $a An empirical investigation of everyday low price (EDLP) strategy in electronic markets.
300 $a 141 p.
500 $a Source: Dissertation Abstracts International, Volume: 66-11, Section: A, page: 4107.
500 $a Adviser: Ramnath K. Chellappa.
502 $a Thesis (Ph.D.)--University of Southern California, 2005.
520 $a Retail price formats are important strategic tools for traditional brick-and-mortar retailers. The most popular price formats are "Everyday Low Price" (EDLP) and "Promotional Pricing" (HILO). Sellers who adopt EDLP tend to charge relatively stable, below average prices; while those who adopt HILO are promotion-oriented and charge higher prices on average but engage in frequent promotions. While managing the "low price" perception for EDLP sellers is much easier in the physical context given the relatively high costs required for consumers to uncover the difference in prices across stores, the advent of electronic commerce and the ability of consumers to easily price-search multiple stores pose new challenges to sellers adopting this particular price format in electronic markets. This study examines the role of price format adoption in competition in electronic markets and offers insights on alternative explanations for persistent price dispersion online. Using a hierarchical modeling approach and 1,137,500 unique price observations obtained from online travel agents as well as individual airlines' websites in 2004, this research aims to address the following questions: (1) Do self-declared EDLP sellers indeed charge low, stable prices online? (2) Is EDLP being adopted in electronic markets in the same fashion as in physical markets? (3) How does this practice affect the overall pricing structure in the market?
520 $a The results of this study show that the extent to which online sellers adopt everyday low price strategy varies with different types of market and product categories, offering the first evidence of category-level adoption of price format. Further, online EDLP sellers focus more on the "within-market" characteristics of this pricing strategy rather than the "across-time" characteristics, implying a diminishing role of intertemporal price consistency to the practice of everyday low price in the online environment. Analysis on the relationship between price format and online price dispersion yields strong evidence that vendors' adoption of different price formats contributes to price dispersion in both online and offline contexts. Finally, the degrees of dispersion in prices are found to be significantly lower online compared to that in physical markets.
590 $a School code: 0208.
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650 4 $a Economics, Commerce-Business. $3 626649
650 4 $a Economics, Theory. $3 1017575
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710 2 0 $a University of Southern California. $3 700129
773 0 $t Dissertation Abstracts International $g 66-11A.
790 1 0 $a Chellappa, Ramnath K., $e advisor
790 $a 0208
791 $a Ph.D.
792 $a 2005
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3196892