The Effects of Differential Textbook Pricing: Online Versus In Store
The pricing of textbooks has been complicated by the Internet. Should the price be the same both online and in store? Should the price be lower over the Internet? If so, how much lower? And if it is lower, will that affect the campus bookstore's reputation? The results of the present study suggest that lower prices online will have no negative effect on the bookstore's reputation, partly because students expect online prices to be lower and partly because the reputation of campus bookstores is already low. Although students are generally trusting, they trust neither the bookstore nor the publisher. Students do, however, recognize that the bookstore is fast and convenient, and nearly a third say they would purchase textbooks in store even if online prices were cheaper. In addition, there is evidence that in actual practice fewer students would take advantage of cheaper online sales than those who say they will. Furthermore, those who would purchase online are probably already doing so. Consequently, it appears that providing a discount online would capture the price-sensitive student segment without jeopardizing in-store sales or reputation.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 16 (2003)
Issue (Month): 2 ()
|Contact details of provider:|| Web page: http://www.tandfonline.com/HMEC20|
|Order Information:||Web: http://www.tandfonline.com/pricing/journal/HMEC20|
When requesting a correction, please mention this item's handle: RePEc:taf:jmedec:v:16:y:2003:i:2:p:87-95. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Chris Longhurst)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.