The thesis deals with the impact of Internet features on the behavior of both consumers and online retailers aspiring to apply eligible online pricing and business strategies. Price is considered to be one of the most significant marketing policy factors, the importance of which is in highly competitive online market environment, compared to usual brick and mortar stores, noticeably amended. Online price comparison service delivered to public by so called shopbots/pricebots forced the e-shoppers to pay more attention to their pricing policies and competitors' business conduct. Moreover, shopbots gave to consumers an easily accessible platform for gathering products, services and market offers information. The thesis is divided into five chapters offering a complex insight into the aforementioned issues. With help of both author's own empirical study and other academic papers it points out the price on Internet is variously significant for different price ranges of products. Even though Internet might seem to have the features of perfectly competitive market to some extent, the persistence of price dispersion is indisputable evidence that e-retailers are not successful due to the lowest prices but primarily due to the overall business strategy and the strength of brand perception. This fact has not been changed even after the appearance of shopbots.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:112704 |
| Date | January 2011 |
| Creators | Pešek, Tomáš |
| Contributors | Sedláček, Jiří, Slaba, Jiří |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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