Research of Pricing Strategy from Multi-Channel
- https://doi.org/10.2991/aebmr.k.220307.480How to use a DOI?
- Online pricing strategy; Offline pricing strategy; multichannel sale; consumer behavior
Nowadays, retailers sell their commodities in different channels: the offline channel and the online channel, and more and more retailers are making the transition from offline channel to the online channel. This kind of transition is getting more and more popular over time, so the competition grows in intensity. Proper decisions have to be made by the retailers in the current situation. A suitable online pricing strategy is in great demand. Three factors mainly influence the pricing strategy: consumer behaviors, market and the characteristics of the goods. This paper attempts to find out important factors that have to be taken into consideration when setting the price for the online commodity. We find that the cost of the commodity itself can contribute to the price difference between the online selling channel and the offline selling channels, and some other characteristics can also contribute to this difference. By analyzing the current market condition of the sale in multichannel, we find that compared to the offline channel, the online channel takes the advantage of having lower pricing and a more regulated industry which is promoted by the shopping website. Through analysis of the consumer behavior, we find that characteristics of online shopping channel may increase the price sensitivity, and by digging out some concerns of the consumers of buying online, the different types of perceived risks of consumers may dominate their purchasing decision.
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Xingqi Ji AU - Peng Jiang AU - Mingbo Sun PY - 2022 DA - 2022/03/26 TI - Research of Pricing Strategy from Multi-Channel BT - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022) PB - Atlantis Press SP - 2948 EP - 2952 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220307.480 DO - https://doi.org/10.2991/aebmr.k.220307.480 ID - Ji2022 ER -