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Start Date

16-8-2018 12:00 AM

Description

In an e-marketplace (EM) several vendors compete with each other offering exactly the same products for possibly different prices. However, not necessarily the cheapest offer is the one that will carry out the sale. This work seeks to understand the factors controllable by sellers that influence premium pricing in e-marketplaces. Based on the review of previous research, a model was elaborated that considers that premium price is influenced by the characteristics of the seller (reputation, size and location), of the advertisement (use of multimedia resources, dissemination, payment and delivery options , service and ad history) and product (condition and type). In order to validate this model, an API software was developed that, over a 56-day period, collected real sales data from the largest e-marketplace in Brazil, “Mercado Livre”. These data were analyzed and used to verify nine hypotheses, which are the basis of the proposed model.

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Aug 16th, 12:00 AM

Factors Influencing Premium Pricing in e-Marketplaces

In an e-marketplace (EM) several vendors compete with each other offering exactly the same products for possibly different prices. However, not necessarily the cheapest offer is the one that will carry out the sale. This work seeks to understand the factors controllable by sellers that influence premium pricing in e-marketplaces. Based on the review of previous research, a model was elaborated that considers that premium price is influenced by the characteristics of the seller (reputation, size and location), of the advertisement (use of multimedia resources, dissemination, payment and delivery options , service and ad history) and product (condition and type). In order to validate this model, an API software was developed that, over a 56-day period, collected real sales data from the largest e-marketplace in Brazil, “Mercado Livre”. These data were analyzed and used to verify nine hypotheses, which are the basis of the proposed model.