Consumer willingness to pay across retail channels

Patrali Chatterjee; Archana Kumar

doi:10.1016/j.jretconser.2016.01.008

Consumer willingness to pay across retail channels

Patrali Chatterjee, Archana Kumar

Marketing

Research output: Contribution to journal › Article › peer-review

54 Scopus citations

Abstract

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 language	English
Pages (from-to)	264-270
Number of pages	7
Journal	Journal of Retailing and Consumer Services
Volume	34
DOIs	https://doi.org/10.1016/j.jretconser.2016.01.008
State	Published - 1 Jan 2017

Keywords

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

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10.1016/j.jretconser.2016.01.008

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abstract = "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.",

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Consumer willingness to pay across retail channels

Abstract

Keywords

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