Do consumers value price transparency?

IF 1.3 4区管理学 Q3 BUSINESS Qme-Quantitative Marketing and Economics Pub Date : 2017-09-13 DOI:10.2139/ssrn.2868565

Katja Seim, Maria Ana Vitorino, David M. Muir

引用次数: 12

Abstract

We examine the role of price transparency in consumer preferences and demand. We assemble a detailed dataset on the driving school industry in Portugal to quantify how firms present the price of the course of instruction, and its individual components, to potential students. Our unique data allows us to estimate a structural model of school choice and measure the impact of varying levels of price information on demand. The results show that consumers are willing to pay a significant amount for price transparency, on average 11% of the service price, and that consumer demographics drive heterogeneous preferences for transparency.

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消费者重视价格透明度吗？

我们考察了价格透明度在消费者偏好和需求中的作用。我们收集了葡萄牙驾校行业的详细数据集，以量化公司如何向潜在学生展示教学课程及其各个组成部分的价格。我们独特的数据使我们能够估计学校选择的结构模型，并衡量不同水平的价格信息对需求的影响。结果表明，消费者愿意为价格透明度支付大量费用，平均为服务价格的11%，并且消费者的人口统计学驱动了透明度的异质性偏好。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Qme-Quantitative Marketing and Economics Multiple-

CiteScore

2.30

自引率

10.50%

发文量

期刊介绍： Quantitative Marketing and Economics (QME) publishes research in the intersection of Marketing, Economics and Statistics. Our focus is on important applied problems of relevance to marketing using a quantitative approach. We define marketing broadly as the study of the interface between firms, competitors and consumers. This includes but is not limited to consumer preferences, consumer demand and decision-making, strategic interaction of firms, pricing, promotion, targeting, product design/positioning, and channel issues. We embrace a wide variety of research methods including applied economic theory, econometrics and statistical methods. Empirical research using primary, secondary or experimental data is also encouraged. Officially cited as: Quant Mark Econ