| Internet has built a convenient and quick network transaction platform for the consumer. With the development of Internet in technology, the electronic commerce obtained rapid development with low transaction cost, comparing the off-line channel in the last few years. Online market brought the new impact to the theory and practice of the traditional market about price dispersion. The online market has not become the"frictionless market", which means the price dispersion will become narrower than before.The price dispersion is important element for enterprise to formulate price strategy. Reducing price dispersion of online market is the important way to enhance the market efficiency of Chinese electronic commerce. This research will carry on the theoretical and empirical study research to this question.Based on the traditional pricing theory and the media characteristics of the Internet, questionnaire survey for seventy B2C website is implemented. The factors that effect prices dispersion of B2C online commodities are explored through theory ratiocination from three aspects of the product attributes, the website features and product market. And through online objective observation of the price of books, audio and video products, cosmetics, digital cameras, mobile phones, an empirical study for the factors that affect prices dispersion of online commodity is analyzed for survey data with the use of SPSS13.0.The empirical results show that: the correlation between the price dispersion and the website trust degree, shopping reference information, shopping periodicity, illumination of return , the number of rival is significant, the correlation between the pricing strategies and the implementation of reliability, price dispersion is not significant. Through cluster analysis for the observed websites, three types of websites are given. The conclusions can help shopping website to take a more rational pricing strategy aim at different target customers. |
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