The myth of retail pricing policy for developing organic vegetable markets
The myth of retail pricing policy for developing organic vegetable markets
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发展有机蔬菜市场零售定价政策的神话
DOI：
10.1016/j.jretconser.2019.02.013
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发表时间：
2019
影响因子：
10.4
通讯作者：
Han Wu
中科院分区：
文献类型：
--
作者：
Xiang Wu;Jie Xiong;Haitao Li;Han Wu
本文研究了零售定价政策对有机蔬菜扩散过程的影响。基于一个由在线生鲜农产品零售商三年的交易数据组成的独特数据集，我们建模了考虑价格和促销效应的蔬菜扩散过程，估计了品牌级别的广义Bass模型，并比较了这些影响对有机蔬菜和传统蔬菜的影响。我们的发现主要有两个部分。首先，只有常规价格对有机蔬菜的扩散有显著影响，而促销深度和频率对有机蔬菜的扩散没有显著影响。此外，常规价格对有机蔬菜的负面影响比常规蔬菜更强。
This paper examines the effects of retail pricing policy on the diffusion process of organic vegetables. Based on a unique dataset consisting of three-year transaction data from an online fresh produce retailer, we modeled the vegetable diffusion process with price and promotion effects, estimated the brand-level generalized Bass model and compared these effects on organic as well as conventional vegetables. Our findings are two major parts. First, only regular price exhibits significant effects on organic vegetable diffusion, while promotion depth or frequency does not. Furthermore, the negative effect of regular price is stronger for organic vegetables than for conventional vegetables.