Pricing, Sunk Costs, and Market Structure Online: Evidence from
AbstractWhile online consumers are less concerned than traditional consumers about firm location, they may be more concerned about unobservable quality and, to signal this, online retailers rely more on advertising than traditional retailers. Imperfect price competition may arise because of vertical product differentiation, incomplete consumer awareness, and near-perfect information exchange between retailers. This paper evaluates alternative theories of competition and market structure in online retailing. Advertising, product development, and revenue data for the online book market reveal that consumers respond to advertising and website spending rather than low prices. As the market size expanded, during 1997--2001, these endogenous sunk costs escalated and there was no major new entry. Advertising-to-sales ratios and market-concentration ratios are much higher than for traditional bookselling. Using price and demand information for individual books over a number of weeks, we find counter-cyclical and cross-sectional price variation inconsistent with perfect price competition. Copyright 2001, Oxford University Press.
Download InfoTo our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
Bibliographic InfoArticle provided by Oxford University Press in its journal Oxford Review of Economic Policy.
Volume (Year): 17 (2001)
Issue (Month): 2 (Summer)
Contact details of provider:
Web page: http://oxrep.oupjournals.org/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Canoy, M.F.M. & Ours, J.C. van & Ploeg, F. van der, 2005.
"The Economics of Books,"
2005-13, Tilburg University, Center for Economic Research.
- Michael R. Baye & J. Rupert J. Gatti & Paul Kattuman & John Morgan, 2006.
"Did the Euro Foster Online Price Competition? Evidence from an International Price Comparison Site,"
Western Economic Association International, vol. 44(2), pages 265-279, April.
- Michael R. Baye & J. Rupert J. Gatti & Paul Kattuman & John Morgan, 2005. "Did the Euro Foster Online Price Competition? Evidence from an International Price Comparison Site," Working Papers 2005-09, Indiana University, Kelley School of Business, Department of Business Economics and Public Policy.
- Arup Daripa & Sandeep Kapur, 2003.
"Pricing on the Internet,"
- Maris Goldmanis & Ali Hortaçsu & Chad Syverson & �nsel Emre, 2010.
"E-Commerce and the Market Structure of Retail Industries,"
Royal Economic Society, vol. 120(545), pages 651-682, 06.
- Onsel Emre & Ali Hortacsu & Chad Syverson, 2005. "E-commerce and the Market Structure of Retail Industries," Working Papers 05-24, NET Institute, revised Oct 2005.
- Maris Goldmanis & Ali Hortacsu & Chad Syverson & Onsel Emre, 2008. "E-commerce and the Market Structure of Retail Industries," NBER Working Papers 14166, National Bureau of Economic Research, Inc.
- Ralph Breuer & Malte Brettel & Andreas Engelen, 2011. "Incorporating long-term effects in determining the effectiveness of different types of online advertising," Marketing Letters, Springer, vol. 22(4), pages 327-340, November.
- Emin M. Dinlersoz & Rubén Hernández-Murillo, 2004. "The diffusion of electronic business in the U.S," Working Papers 2004-009, Federal Reserve Bank of St. Louis.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press) or (Christopher F. Baum).
If references are entirely missing, you can add them using this form.