The Determinants of Internet Retailers′Pricing Behavior - An Exploratory Empirical Study-

인터넷 소매상의 가격 결정 요인: 총구매비용 관점에서의 탐색적 실증 연구

This paper shows that internet retailers adjust the total expenses of their customer's purchase by the nominal price of each product and the delivery fee of the purchase. This paper compares the total expenses of purchasing a bundle of goods in the internet market against the total expenses of purchasing the same bundle of goods in the traditional market. The results show that the type of goods and the total expenses of a purchase, together with their interaction, determine up to 60% or 80% of the variance of the difference between the expenses up the same purchase in the two markets. The results also show that neither the expenses of a purchase nor its interaction with the product type affects the dispersion of total purchase expenses in the internet market.