Year: 2026
Type: article
Abstract: This study investigates and compares price-ending strategies employed by online and offline retailers. Analyzing 210,456 prices from retailers in US, South Korea, and China reveals significant differences in price-ending between online and offline retail formats. Online retailers exhibit a lower propensity to utilize round prices (e.g., ending in 0) and just-below prices (e.g., ending in 9) than offline retailers. This research discusses potential explanations for these observed discrepancies, focusing on the distinct price-setting environments and consumer purchasing behaviors of online and offline retail.
Source: ASIA MARKETING JOURNAL
Authors: Kwanho Suk, Gaeun Kim, Dongwon Lee, Xuanting Jin
Institution: Korea University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $400
OpenAlex ID: W7148632393
FWCI:
Cites:
Cited by:
Related to: