Consumer willingness to pay across retail channels |
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| Institution: | 1. Institute of Value-Based Marketing, University of Münster, Am Stadtgraben 13-15, 48143 Münster, Germany;2. Tuck School of Business at Dartmouth, 100 Tuck Hall, Hanover, NH 03755, USA;3. University of Groningen, P.O. Box 800, 9700 AV Groningen, The Netherlands;1. Cranfield University, School of Management, United Kingdom;2. Michigan State University, United States |
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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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| Keywords: | Omnichannel Information signal Pure-play online retailer Willingness-to-pay Showrooming |
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