Концептуальная модель ценообразования на интернет-рынках
Despite the availability of price comparison websites, online retailers are still able to price differentiate. The explanation of price dispersion will enable us to determine the key drivers of price premia, which are set by some of the merchants. We build a conceptual model of online pricing. In order to explain the variation of prices for the same good across different merchants, we use both merchant's characteristics (such as reputation, store format, self-delivery opportunities, SEO quality, etc.) and market characteristics (mean price, technical complexity of product category, number of sellers, the variation of sellers' ratings, etc.). Econometric estimation of this model will allow figuring out on which markets a merchant with specific characteristics will be able to set a higher price premium, which is important for merchants that need to choose the distribution channels, SEO, targeted service quality, assortment, etc.