Investigating the impact of different pricing methods on electronic retail sales

Document Type : Original Article

Authors

1 Accounting Department, Noshahr Branch, Islamic Azad University, Noshahr, Iran

2 Management Department, Noshahr Branch, Islamic Azad University, Noshahr, Iran

Abstract

Abstract Important reason to refer to online shopping, because most of the goods can be found in traditional markets, but what makes people expect to buy online is the different and more suitable prices in online retail stores.. Based on the study of theoretical foundations, discriminatory, two-part, package and emotional pricing methods were included as effective methods on online retail sales. The research community of employees of online retail stores and the sample included 98 employees of online stores in Sari. The data collection tool was the 20-question questionnaire of pricing strategies and the 17-question questionnaire of Crocker's internet retailing. To analyze the data, regression, variance and t-tests were used. The findings indicate the rejection of three hypotheses and the confirmation of the effect of two-part pricing on online retail sales. The correlation between the two-part pricing variables and Internet retailing was R=0.208, which indicates that there is no relationship between the variables. The coefficient of determination shows that 0.043 percent of changes in the dependent variable are determined by the independent variables. Also, the value of Sig<0.05 and F=4.33 shows that the regression model of independent variables on the dependent variable is significant. The Beta coefficient showed that the two-part pricing variable creates 0.467 standard deviations of change on the retail sales variable. Based on the t statistic, the value of t = 2.082 and Sig<0.05 shows that the regression coefficient is significant. Based on the findings, conclusions were made and suggestions were presented.

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