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Can free-shipping hurt online retailers?
Quantitative Marketing and Economics ( IF 1.480 ) Pub Date : 2020-04-02 , DOI: 10.1007/s11129-020-09225-8
Ricard Gil , Evsen Korkmaz , Ozge Sahin

In this paper, we investigate optimal pricing strategies for an online grocery retailer that derives its profits from delivery fees and grocery sales. We base our theoretical framework on the well-established work of Schmalensee (Bell Journal of Economics12(2), 445–466, 1981) in two-part pricing, while allowing for repeat purchase occasions. We derive testable implications that we take to data using a unique dataset detailing transaction information from an online grocery retailer in a Western European country. We find that an increase in the number of deliveries is associated with a greater-than-proportional increase in grocery sales, implying that preferences for deliveries and groceries are negatively correlated. Therefore, counter to the current popularity of free shipping, the observed strategy of discounting groceries and charging high delivery fees appears to be optimal in our empirical setting.

中文翻译:

免费送货会伤害在线零售商吗?

在本文中,我们研究了在线杂货零售商的最佳定价策略,该零售商从送货费和杂货销售中获利。我们的理论框架基于Schmalensee(贝尔经济学杂志12(2),445–466,1981)分两部分定价,同时允许重复购买。我们使用一个独特的数据集来详细描述来自西欧国家在线杂货店零售商的交易信息,从而得出可测试的含义。我们发现,送货数量的增加与杂货销售的超比例增长有关,这意味着送货和杂货的偏好是负相关的。因此,与当前免费送货的流行背道而驰,在我们的经验背景下,观察到的折扣食品杂货和收取高额运送费的策略似乎是最佳的。
更新日期:2020-04-02
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