Buch, Englisch, Band 6, 276 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 404 g
Buch, Englisch, Band 6, 276 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 404 g
Reihe: Electronic Commerce & Digital Markets
ISBN: 978-3-7448-1834-6
Verlag: Books on Demand
This cumulative dissertation contains five separate essays, nested in a general introduction and conclusion. The objective of this cumulative dissertation is to systematically explore the behavioral reactions to customer-driven pricing mechanisms and to analyze the causal factors that drive behavior. More specifically, this dissertation studies the determinants of buyer behavior in customer-driven pricing mechanisms that i) delegate all pricing power to buyers (i.e., Pay What You Want), ii) where sellers can exert some influence, e.g., via a secret threshold price (i.e., Name Your Own Price), as well as, iii) related concepts of price discrimination that are often used in conjunction with customer-driven pricing mechanisms (i.e., Opaque Selling).
The results of this dissertation contribute to a better understanding of (1) the driving forces of buyer behavior in customer-driven pricing mechanisms, (2) the profitability and optimal design of customer-driven pricing mechanisms, and (3) the applicability of customer-driven pricing mechanisms in a novel domain.