An empirical study on the pricing strategies of Taobao sellers
Taobao can be said to be the eBay of the East. Indeed, both face problems that arise from asymmetric information, which is the bane of online retail markets. By studying the behavior of merchants who supply certain models of Canon cameras on Taobao, we investigate how the information available on Ta...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/58971 |
| _version_ | 1826125349118803968 |
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| author | Lim, Samantha Pei Yi Zhou, Quanfeng Dai, Sheng |
| author2 | School of Humanities and Social Sciences |
| author_facet | School of Humanities and Social Sciences Lim, Samantha Pei Yi Zhou, Quanfeng Dai, Sheng |
| author_sort | Lim, Samantha Pei Yi |
| collection | NTU |
| description | Taobao can be said to be the eBay of the East. Indeed, both face problems that arise from asymmetric information, which is the bane of online retail markets. By studying the behavior of merchants who supply certain models of Canon cameras on Taobao, we investigate how the information available on Taobao’s website affects their sales and pricing strategies. We collect and analyze 619 observations of Canon DSLR cameras to find out what motivates a seller’s behavior. We have three major findings. First we found that a seller uses good reputation and price premiums to signal good quality. Secondly, buyers utilize the non-price signals to evaluate the credibility of a seller. Lastly, return & refund service is usually offered along with non-premium price. |
| first_indexed | 2024-10-01T06:34:52Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/58971 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T06:34:52Z |
| publishDate | 2014 |
| record_format | dspace |
| spelling | ntu-10356/589712019-12-10T12:37:30Z An empirical study on the pricing strategies of Taobao sellers Lim, Samantha Pei Yi Zhou, Quanfeng Dai, Sheng School of Humanities and Social Sciences Teo Gin Swee, Ernie DRNTU::Social sciences::Economic development::China Taobao can be said to be the eBay of the East. Indeed, both face problems that arise from asymmetric information, which is the bane of online retail markets. By studying the behavior of merchants who supply certain models of Canon cameras on Taobao, we investigate how the information available on Taobao’s website affects their sales and pricing strategies. We collect and analyze 619 observations of Canon DSLR cameras to find out what motivates a seller’s behavior. We have three major findings. First we found that a seller uses good reputation and price premiums to signal good quality. Secondly, buyers utilize the non-price signals to evaluate the credibility of a seller. Lastly, return & refund service is usually offered along with non-premium price. Bachelor of Arts 2014-04-17T06:42:27Z 2014-04-17T06:42:27Z 2014 2014 Final Year Project (FYP) http://hdl.handle.net/10356/58971 en Nanyang Technological University 38 p. application/pdf |
| spellingShingle | DRNTU::Social sciences::Economic development::China Lim, Samantha Pei Yi Zhou, Quanfeng Dai, Sheng An empirical study on the pricing strategies of Taobao sellers |
| title | An empirical study on the pricing strategies of Taobao sellers |
| title_full | An empirical study on the pricing strategies of Taobao sellers |
| title_fullStr | An empirical study on the pricing strategies of Taobao sellers |
| title_full_unstemmed | An empirical study on the pricing strategies of Taobao sellers |
| title_short | An empirical study on the pricing strategies of Taobao sellers |
| title_sort | empirical study on the pricing strategies of taobao sellers |
| topic | DRNTU::Social sciences::Economic development::China |
| url | http://hdl.handle.net/10356/58971 |
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