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AN EBAY SELLER'S DILEMMA SHIPPING TO BUNDLE OR PARTITION |
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| รหัสดีโอไอ | |
| Creator | Peter Masters |
| Title | AN EBAY SELLER'S DILEMMA SHIPPING TO BUNDLE OR PARTITION |
| Publisher | Asian Forum on Business Education (AFBE) |
| Publication Year | 2558 |
| Journal Title | AFBE Journal |
| Journal Vol. | 8 |
| Journal No. | 1 |
| Page no. | 56 |
| Keyword | Online Auctions, eBay, Partitioned Pricing, e-commerce |
| ISSN | 2071-7873 |
| Abstract | A fully rational bidder on eBay will base their purchase decision on the total cost incurred to obtain the item. Therefore, it will be irrelevant whether the seller bundles the shipping cost with the price for the actual item or partitions the item's price and the shipping cost.The paper used a field study to test this hypothesis by offering identical cell phone power banks for auction, holding seller determined variables constant, except for variable shipping cost (free or $1.99) nd the day the auction ended. The results did not support the rational bidder hypothesis; items using partitioned pricing and $1.99 shipping cost)(actual price shipping cost) achieved higher final revenue than items offering bundled pricing (actual price and $1.99 shipping cost) achieved higher final revenue than items offering bundled pricing (price including free shipping). The study also did not find that , contrary to popular belief, ending the auction on the weekend will result in a higher final sale price. |
