Buyer Shopping Costs and Retail Pricing: An Indirect Empirical Test

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2004-07-02 DOI:10.2202/1546-5616.1017

S. Lee, I. Png

引用次数: 4

Abstract

Suppose that consumers incur fixed shopping costs and choose stores according to advertised discounts. Then, the extent to which a store will discount advertised items should increase with the profit from other regularly-priced items. Bookstores customarily advertise discounts on bestsellers. Among conventional bookstores, we found that the bestseller discount systematically increased with the store area, selection of titles, and presence of other product categories. One standard deviation increase in store area was associated with a 3.7 (± 1.8) higher bestseller percentage discount. Among online stores, we found that the bestseller discount systematically increased with the selection of titles and number of product categories. One standard deviation increase in selection was associated with a 9.5 (± 2.2) higher bestseller percentage discount. These results indirectly confirm that booksellers discount bestsellers to attract consumers, and that consumers bear significant fixed shopping costs.

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购买者购物成本与零售定价:一个间接实证检验

假设消费者产生固定的购物成本，并根据广告上的折扣选择商店。然后，商店对广告商品打折的程度应该随着其他正常定价商品的利润而增加。书店通常在畅销书上打折扣广告。在传统书店中，我们发现畅销书折扣系统地随着店面面积、书名选择和其他产品类别的出现而增加。商店面积每增加一个标准差，畅销书折扣百分比就会增加3.7(±1.8)。在网上商店中，我们发现畅销书折扣系统地随着标题的选择和产品类别的数量而增加。选择的一个标准差增加与9.5(±2.2)个更高的畅销书百分比折扣相关。这些结果间接证实了书商对畅销书打折以吸引消费者，消费者承担了巨大的固定购物成本。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.