De que forma os preços variam em sites de comparação? influência do cashback e da estrutura de mercado na dinâmica de preços
DOI:
https://doi.org/10.5585/remark.v23i2.25391Palavras-chave:
Cashback; Comércio eletrônico; Dispersão de preços; Estrutura de mercado; PrecificaçãoResumo
Objetivo: Este artigo analisa como as ofertas com cashback e a estrutura de mercado influenciam os níveis de dispersão de preços em sites de comparação no comércio eletrônico brasileiro.
Método: Com uma base de 210 observações extraídas de sites brasileiros de comparação de preços, desenvolvemos quatro modelos de Análise de Regressão Múltipla com termo interativo, para testar as cinco hipóteses do estudo.
Resultados: Suportamos cinco hipóteses que revelam como a dispersão de preços é influenciada por estratégias diferenciadas de preços no comércio eletrônico. Como resultado principal temos que a presença de um maior número de ofertas com cashback em uma lista de preços está associada a níveis ampliados de dispersão de preços nos sites de comparação. A introdução de novos concorrentes exerce uma influência redutora sobre a dispersão de preços, em virtude da maior transparência e competitividade resultantes.
Contribuições teóricas: Este estudo contribui no campo dos estudos de marketing voltados para estratégias de precificação, com destaque para a dispersão de preços relacionada à estratégia de cashback no ambiente do comércio eletrônico.
Implicações gerenciais: Com os resultados da pesquisa, os gestores de preços de sites de comparação e de lojas terão informações mais transparentes para administrar a implementação da estratégia de cashback.
Originalidade: Distinto dos estudos anteriores, que estudam a dinâmica de preços no ambiente digital, nosso estudo acrescenta evidências da influência da estratégia cashback a essa dinâmica em sites de comparação de preços.
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