Consumer willingness to pay across retail channels

Research output: Contribution to journalArticle

19 Scopus citations


Published research examining differences in consumer willingness to pay for products at omnichannel and pure-play online retailers is based on non-durable, search products and is equivocal; prices at pure-play online retailers are not always lower. This research examines differences in consumer willingness to pay for online purchases of functional and expressive products that differ in the length of product life, i.e. durable and nondurables at omnichannel versus pure play online retailers. Empirical analysis of consumer-centric, multi-site clickstream data of prices paid show that consumers are willing to pay higher prices for home goods products at omnichannel retailers compared to pure-play online retailers but differ for functional and expressive products. Implications are drawn to assist both omnichannel and PPO retailers in their pricing strategies.

Original languageEnglish
Pages (from-to)264-270
Number of pages7
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 1 Jan 2017



  • Information signal
  • Omnichannel
  • Pure-play online retailer
  • Showrooming
  • Willingness-to-pay

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