Hybrids vs. DotComs: some online pricing patterns in the South Korean book market
by Fang-Fang Tang
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 1, No. 3, 2004

Abstract: Using a data set with 5760 price observations in the South Korean online book market, we compare the pricing behaviour between online branches of multi-channel retailers (MCRs) and online-only retailers. We find that: prices by online-only retailers are lower than prices by online MCRs by an average around 15%; the price dispersion for the random titles is significantly lower among the online-only retailers than that among MCR online; online-only retailers change prices much more often than online MCRs although prices by both types are few. The evidence suggests that the pricing efficiency diminishes as the multi-channel retailing format dominants the online retailing market.

Online publication date: Mon, 23-Aug-2004

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