主题：The Effects of Switching from Channel-Specific Pricing to Uniform Pricing in Omnichannel Retail: Evidence from a Quasi-Experiment

主讲：庄梦周 香港大学 助理教授

时间：2021年5月18日19:30

地点：腾讯会议611876203

摘要：Omnichannel sellers are increasingly changing their pricing strategy from channel-specific to uniform pricing, yet we know little about the performance and boundary conditions of this change. This paper empirically investigates these research questions in a unique, quasi-experimental setting with more than 4,000 products over an 18-month period. Our empirical analyses lead to several key insights. First, the uniform pricing strategy is more beneficial for product sales in the long term than in the short term, and the benefit is more pronounced in online channels than offline channels. Second, uniform pricing causes a bigger sales increase for products with coordinated services. Third, the adoption of uniform pricing causes a bigger increase in the sales of higher-priced products than lower-priced products. Fourth, under a uniform pricing strategy, price adjustments are less effective at driving sales due to decreased price elasticity, and this is more pronounced for online channels. Fifth, theimplementation of uniform pricing requires a warm-up period to benefit, and the offline channel suffers from a longer and more negative warm-up period. Finally, the effects of uniform pricing are driven by changes in both the consumer utility function and the diverging activities of three consumer segments: price-driven, experience-driven, and price-to-experience-driven.

讲座人简介：庄梦周，香港大学商学院助理教授，博士毕业于伊利诺伊大学香槟分校，主修战略营销。庄梦周在管理学的一流期刊发表多篇文章，包括Information Systems Research, Journal of Business Research等。