在线杂货零售商的定价策略

The pricing strategies of online grocery retailers

Quantitative Marketing and Economics · 2023
被引 35 · 同刊同年前 7%
ABS 3

中文导读

本文比较了美国领先在线杂货零售商与实体店对相同产品的定价差异,发现线上零售商价格离散度更高,并通过算法在时间、地点和卖家三个维度加剧价格歧视。

Abstract

Abstract This paper documents the differences in pricing strategies between online and offline (brick-and-mortar) channels. We collect price data for identical products from leading online grocery retailers in the United States and complement it with offline data for the same products from scanner data. Our findings reveal a consistent pattern: online retailers exhibit higher price dispersion than their offline counterparts. More specifically, online grocers employ price algorithms that amplify price discrimination in three key dimensions: (1) over time (through frequent price changes), (2) across locations (by charging varying prices based on delivery zipcodes), and (3) across sellers (by setting dispersed prices for identical products across rival retailers).

定价策略价格歧视线上与线下零售价格离散电子商务