Consumer Willingness to Pay Across Retail Channels
Document Type
Article
Publication Date
1-1-2017
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.
DOI
10.1016/j.jretconser.2016.01.008
MSU Digital Commons Citation
Chatterjee, Patrali and Kumar, Archana, "Consumer Willingness to Pay Across Retail Channels" (2017). Department of Marketing Faculty Scholarship and Creative Works. 167.
https://digitalcommons.montclair.edu/marketing-facpubs/167