Exploring price tolerance in online retail : A comparative analysis of price comparison website use and repeat purchases
In: Electronic Commerce Research (2023), in press
2023article/chapter in journalOA Hybrid
EconomicsFaculty of Business Administration and Economics » Business Administration
Related: 1 publication(s)
Title in English:
Exploring price tolerance in online retail : A comparative analysis of price comparison website use and repeat purchases
Author:
Year of publication:
2023
Open Access?:
OA Hybrid
Web of Science ID
Scopus ID
Note:
in press
Language of text:
English
Appears in
Title in English (abbreviated):
Electron. Commer. Res.
Place of publication:
Dordrecht
Publisher:
Springer Science+Business Media B.V.
in:
in press
ISSN
ISSN
ZDB ID
Type of resource:
Text
Keyword, Topic:
Customer relationship ; E-commerce ; Online retailing ; Price comparison websites ; Price tolerance ; Repeat purchase behavior
Type of resource:
Text
Abstract in English:
The present empirical study is the first research to examine how the price tolerance of online buyers correlates with price comparison website (PCW) usage and customer relationship status (CRS). Longitudinal sales data of power tools and household appliances in 8,097 transactions from a German online shop and scraped PCW price data over a 6-months period in 2021 are used for the analysis. Consumer demand falls on average by around 80% per less favorable PCW rank. In addition, PCW (new) customers show significantly less price tolerance than organic (existing) customers. A small but significant interaction effect induces that the correlation of CRS and price tolerance is stronger for organic than for PCW customers.