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Searching Cost, Network Externalities and Price Dispersion: Evidences from Online Clothing and Computer Accessories Markets in Taobao
2015, 24 (1):
8-13.
doi: L 15;L 20;L 86
This paper studies the effect of Searching Cost, and Network Externalities on Price Dispersion using the data from Online Clothing and Computer Accessories Markets in Taobao. The traditional Bertrand model ascertain that when there are more retailers, they would tend to fix the price at the marginal cost. As a result, the price dispersion of the product is zero. However, with the emergence of the online market, many scholars have found that when there are more retailers, the price dispersion will become higher. The results of this study shows that there is a threshold point where the number of retailers influences price dispersion in C2C online market such as Taobao. Before this critical point, the more retailers, the higher of the price dispersion. However, once surpass this critical point, the more retailers, the lower of the price dispersion. For different kinds of products, the threshold number is different.
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