Differentiation and pricing power of online retailers

IF 1.3 Q3 BUSINESS Frontiers of Business Research in China Pub Date : 2019-02-08 DOI:10.1186/s11782-019-0051-4

Zhenjie Wang, Chunling Zhu, Shanwu Tian, Ping Li

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引用次数: 2

Abstract

This study aims to contribute to marketing theory by applying monopolistic competition theory to investigate how differentiation affects online retailers’ pricing power. We examine the intermediary effect of customer loyalty on the relationship between differentiation and pricing power of online retailers. We assume that customers have different preferences for the differentiated characteristics of online retailers, and thus different degrees of willingness to pay premiums, which gives online retailers pricing power. Structural equation modeling (SEM) is employed to test the hypothesized relationships between differentiation, customer loyalty, and pricing power. The statistical results of the empirical data indicate that some of the differentiation characteristics of online retailers can cultivate their pricing power indirectly. Logistics quality followed by commodity assortment and transaction security produces profound effects on the buildup of pricing power with customer loyalty as an intermediary factor. Results further reveal that commodity quality is positively related to pricing power. This study expands the definition of differentiation by combining corporate strategic positioning with commodity pricing. Implications for practice and directions for future research are provided.

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网络零售商的差异化和定价权

本研究旨在运用垄断竞争理论探讨差异化对网络零售商定价权的影响，为市场营销理论做出贡献。本文考察了顾客忠诚度对网络零售商差异化与定价权关系的中介作用。我们假设消费者对网络零售商的差异化特征有不同的偏好，从而有不同程度的支付溢价的意愿，这就赋予了网络零售商定价权。采用结构方程模型(SEM)来检验差异化、顾客忠诚度和定价权之间的假设关系。实证数据的统计结果表明，网络零售商的一些差异化特征可以间接培育其定价权。以顾客忠诚度为中介因素，物流质量、商品分类和交易安全对定价权的形成产生深远影响。结果进一步表明，商品质量与定价权呈正相关。本研究将企业战略定位与商品定价相结合，扩展了差异化的定义。提出了实践启示和未来研究方向。

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来源期刊

Frontiers of Business Research in China BUSINESS-

CiteScore

6.90

自引率

0.00%

发文量

317

审稿时长

5 weeks

期刊介绍： Frontiers of Business Research in China (FBR) is a double-blind refereed quarterly journal in business research. FBR offers a multidisciplinary forum for academics, practitioners, and policy makers that focuses on business administration, and encourages interdisciplinary studies and interactions between Chinese and international researchers. FBR publishes original academic and practical research articles that extend, test, or build management theories, as well as contributions to business administration practice, either in the Greater China region or beyond. The Journal also publishes related commentaries and case studies. FBR invites submissions of high-quality manuscripts in all areas of business administration, without limitations on research methods. Major areas of interest include, but are not limited to: Accounting, Finance, Human resources, International business, Marketing, Management information systems, Operations management, Organizational behavior, and Strategic management.