Impact of Consumer Involvement and Retailer Formats on Price Dispersion
The aim of this paper is to analyze the differences of price dispersions between different consumer involvements (which include high involvement and low involvement) and retailer formats (e-tailer and physical retailer) by statistical using T-test on independent samples. As a result, the assumption that high involvement products have relatively small price dispersion is rejectedfault, but it is true the hypothesis that the price dispersion of e-tailer is higher than that of physical retailer is true. At the same time, we rejected the hypothesis that the price dispersion of e-tailer is smaller than that of physical retailer in high involvement products; however that is true in low involvement products.it is found that the price dispersion of e-tailer is smaller than that of physical retailer in low involvement products only.
Consumer involvement Retailer formats Price dispersion
YUN Xiaozhe LEI Ming
School of Economics and Management, Beijing Information Science & Technology University, P.R.China, 100192
国际会议
天津
英文
62-66
2009-12-12（万方平台首次上网日期，不代表论文的发表时间）