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유통기업의 가격설정능력과 전자상거래의 효과(Pricing capability of retailers and the effect of e-commerce) : 도서유통시장 사례를 중심으로(The case of the book retail market)

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Title 유통기업의 가격설정능력과 전자상거래의 효과(Pricing capability of retailers and the effect of e-commerce)
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Sub Title

도서유통시장 사례를 중심으로(The case of the book retail market)

Material Type Reports
Author(Korean)

조성익

Publisher

세종특별자치시:

Date 2014-10
Series Title; No 정책연구시리즈 / 2014-03
ISBN 978-89-8063-898-7 (93320)
Pages 85
Subject Country South Korea(Asia and Pacific)
Language Korean
File Type Documents
Original Format pdf
Subject Economy < Financial Policy
Industry and Technology < General
Holding KDI; KDI School

Abstract

Introduction of e-commerce reduces consumers’ search costs significantly, and then consumers would search more than before. The increase of consumer search would force firms to cut a price or differentiate products. Lastly, the price cut resulting from intensified competition produces would enhance consumer surplus. However, the effects of the reduced search costs on market price and consumer surplus may be small, if retailers are not able to set their prices at their will, due to resale price maintenance, regulation, and etc. Moreover, an insufficient price cut would allow inefficient firms to stay in the market.

This study investigates a price search model in the presence of price floor, and applies the theoretical predictions to the book retail market. It is well known that online bookstores actively operate in the Korea’s book market. In addition, resale price maintenance is allowed as a form of fixed book pricing. (The rest omitted)