A Hybrid Firm's Pricing Strategy in Electronic Commerce Under Channel Migration

Mobile Commerce Switching Intentions in Thai Consumers

“…For example, e-commerce and in-store shopping experiences offer more detail and information about the product, and are often preferred for complex shopping choices (Maity & Dass, 2014). Firms may also differentiate pricing between channels to encourage consumers to switch channels, which could have an effect (Kauffman, Lee, Lee, & Yoo, 2009). However, this strategy may not be ideal since this can result in cannibalization of existing customers, rather than increasing market share (Falk, Schepers, Hammerschmidt, & Bauer, 2007).…”

Learning from customer interaction: How merchants create price-level propositions for experience goods in hybrid market environments

“…Digital marketing in this sector is far from exhaustive in scientific literature, especially in studies of price levels. During the preparation of this paper, we only found four studies that dealt with this topic (Kauffman et al, 2009;Lal & Sarvary, 1999;Zettelmeyer et al, 2006): and only Lal and Sarvary (1999) looked at how price levels are influenced by certain characteristics of experience goods digital marketing.…”

“…Although the evidence is scarce that mainly relates to the prices of search-goods, so far it points towards the idea that prices are higher within these particular hybrid environments. For instance, greater prices for hybrid merchants with physical shops have been noted by: Li, Tang, Huang, &Song, 2009, andXing (2001) in the DVD market; Pan, Ratchford, and Shankar (2002) for CDs, DVDs, computers, PDAs and consumer electronics; for apparel, gifts and flowers, health and beauty, home and garden, sports equipment, computer hardware, consumer electronics and office supplies; Cao and Gruca (2003) for the printer market; Ancarani and Shankar (2004) for books and CDs sold in Italy; Venkatesan, Mehta, and Bapna (2006) for books, camcorders, DVDs, DVD players, PDAs, printers, scanners and video games; and Kauffman et al (2009) considered up to 34 distinct goods categories (ranging from furniture to consumer electronics). More recently, Jeffers and Nault (2011) have shown through a game theory model that a hybrid distribution structure provides a way, for merchants of search goods, to raise prices.…”

“…In the case of experience goods, an economic search-cost reasoning might be futile since customers may find it hard to evaluate the goods using the information presented online, so they might need to physically inspect the experience goods or judge their suitability based on previous experience. In fact, and to the best of our knowledge, only a handful of studies into online price levels have considered experience goods (Kauffman, Lee, Lee, & Yoo, 2009;Lal & Sarvary, 1999;Zettelmeyer, Morton, & Silva-Risso, 2006) and, among them, only the analysis of Lal and Sarvary (1999) delved into the particular features of experience goods to explain their price levels online.…”

Multiplication des canaux et valeur perçue de l’offre digitale dans la presse écrite : un effet de complémentarité ?

“…Plusieurs recherches ont ainsi clarifié le processus de choix des canaux ou des offres multiformes par les individus durant les phases de recherche d'information et de prise de décision (Keen et al, 2004 ;Balasubramanian, Raghunathan et Mahajan, 2005 ;Venkatesh et Chatterjee, 2006 ;Laukkanen, 2007 ;Teltzrow, Meyer et Lenz, 2007 ;Choudhury et Karahanna, 2008 ;Kauffman et al 2009 ;Bleyen et Van Hove, 2010).…”