Online Pricing: Review and Directions for Research

Journal of Interactive Marketing - Tập 23 - Trang 82-90 - 2009
Brian T. Ratchford1
1The University of Texas at Dallas, Dallas, TX, USA

Tóm tắt

The Internet influences prices in two ways: it is a channel for obtaining information, and it is a vehicle for transactions. This paper reviews the literature on the impact of online information on prices, and also reviews the literature on how the features of online markets influence online pricing. The major influences on online pricing that are reviewed are costly and limited search, switching costs, reputation, heterogeneity in search costs, heterogeneity in demand for services, and online–offline competition. Based on this review, suggestions for further research are outlined.

Tài liệu tham khảo

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Journal of Interactive Marketing

Tập 23

82-90

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