Impact of Consumer Involvement and Retailer Formats on Price Dispersion

摘要

The aim of this paper is to analyze the differences of price dispersions between different consumer involvements (which include high involvement and low involvement) and retailer formats (e-tailer and physical retailer) by statistical using T-test on independent samples. As a result, the assumption that high involvement products have relatively small price dispersion is rejectedfault, but it is true the hypothesis that the price dispersion of e-tailer is higher than that of physical retailer is true. At the same time, we rejected the hypothesis that the price dispersion of e-tailer is smaller than that of physical retailer in high involvement products; however that is true in low involvement products.it is found that the price dispersion of e-tailer is smaller than that of physical retailer in low involvement products only.