Price Comparison, Price Competition, And The Effects Of ShopBots
Main Article Content
Keywords
Consumer Behavior, Database Marketing, Direct Marketing, Electronic Commerce, Online Shopping, Price Dispersion
Abstract
Two ShopBots were used to determine high-to-low price dispersion for identical models of 25 consumer durables, in 2007 and again in 2011, revealing substantial but declining price dispersion ratios. A survey of 1,135 American online shoppers revealed their dependence on ShopBots and frequency of other online shopping actions. Typical respondent reported they "very often" used search sites to locate what they wanted. Nearly 30 percent used the most often named price comparison site, Yahoo! Shopping, in the past year, suggesting substantial potential for future price rationalization. Several customer relationship management tools online merchants might use to avoid the resulting direct price competition are discussed. Finally, the impact of m-commerce, tablets, and apps on online price comparison behavior is explored.