nep-mkt New Economics Papers
on Marketing
Issue of 2018‒04‒02
twelve papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. Einfluss von Online-Ratings auf die Preisbereitschaft von Konsumenten am Beispiel von Amazon By Steusloff, Tatjana; Krusenbaum, Lena
  2. Search frictions and market power in negotiated price markets By Jason Allen; Robert Clark; Jean-Francois Houde
  3. The Effect of Advertising Strategies for the Sale of Message Soap on the Decision Purchase in East Java By Nanik Hariyana
  4. What drives bitcoin adoption by retailers By Nicole Jonker
  5. Gender-based Susceptibility to Interpersonal Influences in Buying Fashion Products in Surabaya, Indonesia By Evi Thelia Sari
  6. The Influence of Brand Extension Smartphone Samsung Galaxy Variable towards Brand Equity of Mother Brand of Samsung By Sudaryanto
  7. Export pricing at the firm level with panel data By Sofia Anyfantaki; Sarantis Kalyvitis; Margarita Katsimi; Eirini Thomaidou
  8. Did U.S. Consumers Respond to the 2014–2015 Oil Price Shock? Evidence from the Consumer Expenditure Survey By Patrick Alexander; Louis Poirier
  9. Inside the Engine Room of Digital Platforms: Reviews, Ratings, and Recommendations By Paul Belleflamme; Martin Peitz
  10. Online fundraising, self-image, and the long-term impact of ask avoidance By Adena, Maja; Huck, Steffen
  11. The role of hospitals in bridging the care continuum : A systematic review of coordination of care and follow-up for adults with chronic conditions By De Regge, Melissa; De Pourcq, Kaat; Meijboom, Bert; Trybou, Jeroen; Mortier, Eric; Eeckloo, Kristof
  12. Proximities activation in relocalized food supply chain. The case of two territorialized collective organizations in Pays-de-la-Loire region By Julien Noel; Laurent Le Grel

  1. By: Steusloff, Tatjana (Department of Economics of the Duesseldorf University of Applied Sciences); Krusenbaum, Lena
    Abstract: Der steigende Umsatz im Online-Handel lässt eine zunehmende Bereitschaft von Konsumenten erkennen, Produkte online zu erwerben. Wird eine Kaufentscheidung online getroffen, dann liegt eine Informationsasymmetrie zugunsten des Verkäufers vor. Daher sind für die Konsumenten Informationen zu den gewünschten Kaufobjekten von hoher Bedeutung, um die Produktqualität beurteilen zu können. Neben den Produktinformationen des Händlers beeinflussen die Kaufentscheidung der Konsumenten zunehmend von Käufern verfasste Online-Rezensionen (OR). Diese werden von potentiellen Käufern oft als sehr glaubwürdig wahrgenommen, da sie von einem tatsächlichen Konsumenten verfasst wurden. In dieser Studie wurde die Wirkung dieser Rezensionen auf die Zahlungsbereitschaft von Käufern bei Amazon untersucht. Die Ergebnisse legen den Schluss nahe, dass vom Konsumenten als positiv wahrgenommene Online-Rezensionen einen signifikant positiven Einfluss auf die Zahlungsbereitschaft haben, negativ wahrgenommene ORs diese jedoch tendenziell senken. Beeinflusst die OR die Qualitätswahrnehmung positiv, so erhöht sich tendenziell die maximale Preisbereitschaft von potenziellen Käufern. Die Erkenntnisse dieser Studie sind für alle Unternehmen relevant, die ihre Produkte bei Amazon verkaufen. Sie können mit diesem Wissen u.a. ihr Rezensionssystem optimieren und ihre Preispolitik so ausrichten, dass Umsätze optimiert werden können.
    Abstract: Increasing online sales indicate a rising willingness of consumers to buy their products online. For a purchase decision made online there often exists an information asymmetry in favor of the seller. Therefore, in-formation about the desired purchase object are of high importance for the potential consumers in order to assess product quality. In particular, consumer-written online reviews (OR) increasingly influence the online purchase decision, since they are written by actual consumers and thus perceived as very credible. In this study, the effect of these reviews on Amazon consumers’ willingness to pay (WTP) was analyzed. Results indicate an increased willingness to pay if consumers perceive ORs positively, whereas negative reviews tend to lower the WTP. If OR influences the quality perception positively, the maximum willingness to pay of potential buyers tends to increase. The findings of this study are relevant to all companies that sell their products on Amazon. With this knowledge, they can tailor their pricing policy to optimize sales.
    Keywords: Online-Rezensionen, Amazon, Preisbereitschaft, Kaufentscheidung, Online Ratings, Willingness-to-pay, Purchase Decision
    JEL: L1 G1
  2. By: Jason Allen (Bank of Canada); Robert Clark (Queen's University); Jean-Francois Houde (Cornell University and NBER)
    Abstract: We provide a framework for empirical analysis of negotiated-price markets. Using mortgage market data and a search and negotiation model, we characterize the welfare impact of search frictions and quantify the role of search costs and brand loyalty for market power. Search frictions reduce consumer surplus by $12/month/consumer, 28% of which can be associated with discrimination, 22% with ineifficient matching, and 50% with search costs. Large consumer-base banks have margins 70% higher than those with small consumer bases. The main source of this incumbency advantage is brand loyalty; however, price discrimination based on search frictions accounts for almost a third.
    Keywords: Search costs, Brand loyalty, Bargaining, Martgage markets
    JEL: L13 L41 L71 D43 D83 G21
    Date: 2018–03
  3. By: Nanik Hariyana (Faculty of Economic & Bussiness University of Jember, Indonesia Author-2-Name: Raden Andi Sularso Author-2-Workplace-Name: Faculty of Economic & Bussiness University of Jember, Indonesia Author-3-Name: Diana Sulianti K Tobing Author-3-Workplace-Name: Faculty of Economic & Bussiness University of Jember, Indonesia Author-4-Name: Imam Suroso Author-4-Workplace-Name: Faculty of Economic & Bussiness University of Jember, Indonesia)
    Abstract: Objective – The purpose of this study is to determine the effect of advertising of FMCG products on the decision to purchase those products, and brand loyalty, in East Java. Methodology/Technique –This study examines the effect of television advertising on the decision to purchase and brand loyalty with respect to FMCG products. The study uses purposive sampling to gather information in the district of East Java, with a sample of 140 respondents. The study also uses SEM (Structural Equation Modelling) to measure the results. Findings – The SEM analysis shows that product advertising has a significant effect on the decision to purchase and brand loyalty on FMCG products in East Java, which tends to increase at a rate of 5% alpha. Novelty – This study examines the purchasing power of people in the district of East Java.
    Keywords: Strategy; Advertising; Messages; Advertising Products; Lux Soap; Purchasing Decisions.
    JEL: M3 M31
    Date: 2018–02–23
  4. By: Nicole Jonker
    Abstract: Decentralised issued crypto "currencies", like bitcoin, have the potential to drastically change the existing retail payment system and even the monetary system. Insights into the factors that influence their adoption are therefore crucial. Using a large representative sample of retailers that sell their products online, we find that acceptance of crypto payments is currently modest (2%), but there is substantial interest among retailers to adopt crypto payments in the near future. Consumer demand, net transactional benefits and perceived adoption effort influence adoption intention and actual acceptance by retailers. Regarding non-financial factors, our findings suggest that service providers who act as intermediaries between retailers, their customers, and providers of payment instruments play a crucial role as facilitators of competition and innovation in the online retail payments market by lowering such barriers. The most serious barrier for crypto acceptance seems to be a lack of consumer demand. Information from consumers indicate that those who possess cryptos, don't use it for online payments. It seems therefore unlikely that the adoption of cryptos by retailers will increase substantially, making it highly unlikely that cryptos like bitcoin will drastically change the existing retail payment system.
    Keywords: bitcoin; cryptocurrency; technology adoption; two-sided markets; retailers; network externalities; cost; facilitating conditions
    JEL: D22 E42 G20 O33
    Date: 2018–02
  5. By: Evi Thelia Sari (School of Economics (STIE) Mahardhika Surabaya, Indonesia)
    Abstract: Objective – As sales in the fashion industry continue to grow, consumer behaviour with respect to purchasing fashion products has also grown. This paper provides an overview of consumers' susceptibility to interpersonal influence (CSII) and examines whether there is the difference between male and female consumers with respect to buying fashion products in Surabaya, Indonesia. Methodology/Technique – The conceptual framework in this paper compares males and females in terms of their normative susceptibility to interpersonal influences (NSI) and informative susceptibility to interpersonal influences (ISI). The study uses a quantitative methodology with an independent sample t-test for analysis. The data is collected through the distribution of questionnaires to 200 respondents, being 100 males and 100 females, falling between the ages of 17 and 45 years old. Further, all respondents live in Surabaya, Indonesia. Findings – There study results show that thre is no difference in normative susceptibility to interpersonal influences (NSI) between males and females however, there is a difference in informative susceptibility to interpersonal influences (ISI) between male and female, with respect to purchasing fashion products. Novelty – This study provides an insight into the similarity in normative susceptibility to interpersonal influences and differences in informative susceptibility to interpersonal influences (ISI) between males and females. This information may be useful for fashion manufacturers, vendors and other interested stakeholders.
    Keywords: Gender-based Marketing; Consumers' Susceptibility to Interpersonal Influences; Purchasing Behavior; Fashion Products.
    JEL: M30 M31
    Date: 2018–02–27
  6. By: Sudaryanto (Faculty of Economics and Business University of Jember, Indonesia. Author-2-Name: Jery Courvisanos Author-2-Workplace-Name: Faculty of Economics and Business Federation University Australia Author-3-Name: Alif Puji Rahayu Author-3-Workplace-Name: Faculty of Economics and Business Federation University Australia)
    Abstract: Objective – The purpose of this study is to identify the influence of similarity, reputation, perceived risk, and innovation as brand extensions of smartphones developed by Samsung, toward brand equity. Methodology/Technique – This study uses explanatory research. The population in this study consists of consumers of Samsung Galaxy mobiles for at least one month. Questionnaires were delivered to the respondents, after it had passed the validity and reliability tests. Following on from the statistical testing, the data was analysed using a multiple linear regression. Then, the classical assumption test was conducted to determine the goodness of fit of the model. The data was collected using a questionnaire consisting of a closed statement, measured by a Likert Scale Findings – The results of this study show that similarity, reputation, perceived risk, and innovation as the variable dimensions have a significant effect on Brand Equity of Samsung Galaxy mobiles.
    Keywords: Brand Extension; Brand Equity; Similarity; Reputation; Perceived Risk; Innovation; Explanatory Research.
    JEL: M3 M30 M39
    Date: 2018–02–22
  7. By: Sofia Anyfantaki (Athens University of Economics and Business, and Bank of Greece); Sarantis Kalyvitis; Margarita Katsimi (Athens University of Economics and Business, and CESifo); Eirini Thomaidou
    Abstract: This chapter reviews the growing empirical literature that explores the determinants of export prices at the firm level. It first presents evidence from empirical studies that link firm export pricing to destination characteristics (‘gravity-type’ models). The main implications of channels that can generate price differentiation, namely quality customization, variable markups and exchange rate pass-through, and financial frictions are then explored. A newly compiled panel dataset from Greek exporting firms is used to present evidence from regressions with export price as the dependent variable and show how the main economic hypotheses derived in theoretical models are nested in empirical specifications.
    Keywords: firm exporting; pricing; quality; financial frictions; panel data
    JEL: F14 L11 L15
    Date: 2018–02
  8. By: Patrick Alexander; Louis Poirier
    Abstract: The impact of oil price shocks on the U.S. economy is a topic of considerable debate. In this paper, we examine the response of U.S. consumers to the 2014–2015 negative oil price shock using representative survey data from the Consumer Expenditure Survey. We propose a difference-in-difference identification strategy based on two factors, vehicle ownership and gasoline reliance, which generate variation in exposure to oil price shocks across consumers. Our findings suggest that exposed consumers significantly increased their spending relative to non-exposed consumers when oil prices fell, and that the average marginal propensity to consume out of gasoline savings was above 1. Across products, we find that consumers increased spending especially on transportation goods and non-essential items.
    Keywords: Business fluctuations and cycles, Domestic demand and components, Recent economic and financial developments
    JEL: D12 E21 Q43
    Date: 2018
  9. By: Paul Belleflamme (GREQAM - Groupement de Recherche en Économie Quantitative d'Aix-Marseille - ECM - Ecole Centrale de Marseille - CNRS - Centre National de la Recherche Scientifique - AMU - Aix Marseille Université - EHESS - École des hautes études en sciences sociales, KEDGE Business School, CESifo - CESifo); Martin Peitz (CESifo - CESifo, Department of Economics and MaCCI, University of Mannheim, CEPR - Center for Economic Policy Research - CEPR, ZEW - Centre for European Economic Research - Centre for European Economic Research)
    Abstract: The rise and success of digital platforms (such as Airbnb, Amazon, Booking, Expedia, Ebay, and Uber) rely, to a large extent, on their ability to address two major issues. First, to effectively facilitate transactions, platforms need to resolve the problem of trust in the implicit or explicit promises made by the counterparties; they post reviews and ratings to pursue this objective. Second, as platforms operate in marketplaces where information is abundant, they may guide their users towards the transactions that these users may have an interest in; recommender systems are meant to play this role. In this article, we elaborate on review, rating, and recommender systems. In particular, we examine how these systems generate network effects on platforms.
    Keywords: platforms,network effects,ratings,recommender systems,digital economics
    Date: 2018–02
  10. By: Adena, Maja; Huck, Steffen
    Abstract: We provide the first field evidence for the role of pure self-image, independent of social image, in charitable giving. In an online fundraising campaign for a social youth project run on an opera ticket booking platform we document how individ-uals engage in self-deception to preserve their self-image. In addition, we provide evidence on stark adverse long-run effects of the fundraising campaign for ticket sales. “Avoiding the ask,” opera customers who faced more insistent online fund-raising buy fewer tickets in the following season. Our results suggest that fund-raising management should not decide in isolation about their campaigns, even if very successful. Rather broader operational concerns have to be considered.
    Keywords: online fundraising,quasi-experiment,self-image
    JEL: D64 D03 D12 C93 L31
    Date: 2018
  11. By: De Regge, Melissa; De Pourcq, Kaat; Meijboom, Bert (Tilburg University, School of Economics and Management); Trybou, Jeroen; Mortier, Eric; Eeckloo, Kristof
    Abstract: Background: Multiple studies have investigated the outcome of integrated care programs for chronically ill patients. However, few studies have addressed the specific role hospitals can play in the downstream collaboration for chronic disease management. Our objective here is to provide a comprehensive overview of the role of the hospitals by synthesizing the advantages and disadvantages of hospital interference in the chronic discourse for chronically ill patients found in published empirical studies. Method: Systematic literature review. Two reviewers independently investigated relevant studies using a standardized search strategy. Results: Thirty-two articles were included in the systematic review. Overall, the quality of the included studies is high. Four important themes were identified: the impact of transitional care interventions initiated from the hospital's side, the role of specialized care settings, the comparison of inpatient and outpatient care, and the effect of chronic care coordination on the experience of patients. Conclusion: Our results show that hospitals can play an important role in transitional care interventions and the coordination of chronic care with better outcomes for the patients by taking a leading role in integrated care programs. Above that, the patient experiences are positively influenced by the coordinating role of a specialist. Specialized care settings, as components of the hospital, facilitate the coordination of the care processes. In the future, specialized care centers and primary care could play a more extensive role in care for chronic patients by collaborating.
    Date: 2017
  12. By: Julien Noel (ESO - Espaces et Sociétés - CNRS - Centre National de la Recherche Scientifique - UR2 - Université de Rennes 2 - UNIV-RENNES - Université de Rennes - AGROCAMPUS OUEST - UN - Université de Nantes - UA - Université d'Angers - UM - Le Mans Université - UNICAEN - Université de Caen Normandie - NU - Normandie Université); Laurent Le Grel (ONIRIS - Ecole Nationale Vétérinaire, Agroalimentaire et de l'alimentation Nantes-Atlantique)
    Abstract: The proximity-based approach provides an operational conceptual framework to understand sustainable relocation strategies currently ongoing in food supply chains. The concept of proximity and its various dimensions are mobilized for the study of two cases of collective organizations territorialized forms (COTF) in the Pays-de-la-Loire region, involved in this food relocation dynamics. The first one, Bio Loire Ocean, gathers about sixty organic farmers engaged in structuring an organic fruits and vegetables supply chain. The second one is the Amap poisson Yeu Nantes, a system of direct sales from fishers in the isle of Yeu to consumers in the city of Nantes area. The analysis of the proximities which are activated in these two case studies shows that, in spite of the intermediations, these two organizations are still able to bring producers and consumers closer together.
    Abstract: L'école des proximités fournit un cadre conceptuel opérationnel pour comprendre les logiques de relocalisation durable actuellement à l'oeuvre dans les circuits alimentaires. Le concept de circuit de proximité, et de ses différentes dimensions, est ici mobilisé pour l'étude de deux cas de formes d'organisations collectives territorialisées de la région des Pays-de-la-Loire qui s'inscrivent dans ces dynamiques de relocalisation alimentaire. La première, Bio Loire 2 Océan, regroupe une soixantaine d'agriculteurs biologiques engagés dans la structuration d'une filière bio de fruits et légumes. La seconde, l'Amap poisson Yeu-Nantes, organise un circuit court alimentaire entre pêcheurs ogiens et amapiens nantais. L'analyse des proximités activées dans ces deux cas montre que, malgré le recours à des intermédiations, ces deux organisations conservent leur vocation initiale de rapprochement entre producteurs et consommateurs.
    Keywords: Mots-clés : systèmes alimentaires,proximités,territoire,organisations collectives,Pays-de-la-Loire
    Date: 2018–03–08

This nep-mkt issue is ©2018 by João Carlos Correia Leitão. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
General information on the NEP project can be found at For comments please write to the director of NEP, Marco Novarese at <>. Put “NEP” in the subject, otherwise your mail may be rejected.
NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.