Investigating Personalized Price Discrimination of Textile-, Electronics- and General Stores in German Online Retail.
Year: 2019
Type: conference-paper
Abstract: Developers of pricing strategies in e-commerce businesses see a widerange of opportunities for deploying online price discrimination techniques giventheir ability to track consumers’ online identity and behavior. In theory, an increasinguse of personal data enables organizations to show every single consumertheir own personalized price, which is determined by the consumer’s characteristics,e.g. age, gender, surfing history, or location. This paper aims to explorethe existence of online price discrimination activities within the German ecommercemarket using a three-method approach. First, inquiring the online retailersvia email and investigating their public documents; second, surveying students;and third, using a software crawler to simulate surfing activity. Our resultsdo not provide any evidence of individualized price discrimination, which, weargue, is due to economic and political reasons, not technical reasons.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2904039792