Resultados para la búsqueda "consumer behaviour" : 2 resultados
Pricing in peer-to-peer and two-sided digital marketplaces: Airbnb in Barcelona
Josep Lladós-Masllorens, Antoni Meseguer-Artola, Inma Rodríguez-Ardura

Digital platforms are changing the way in which suppliers and consumers of accommodation services interact, deeply transforming the tourism market. In these peer-to-peer and twosided digital marketplaces, pricing strategies become crucial for value generation, yet in contrast to conventional digital marketplaces, prices are set by non-professional vendors who are also consumers.

Airbnb is the most successful case of sharing economy-based accommodation rental, providing a vast and diverse range of places for tourists to stay in. In this digital marketplace, final consumers compete with professional hosts, looking for new business opportunities. Previous studies on pricing have not made a distinction between both groups. Our investigation aims to reduce this gap by focusing just on peer-to-peer transactions. We use a large dataset covering accommodation listed by non-professional hosts in Barcelona.

The paper offers evidence that higher accommodation prices are best explained by consumers’ preference for the intrinsic functional qualities of the value proposition. The systematic interaction of value and volume of online reviews and pricing strategies of close players can also produce a crucial impact on pricing.

The importance of the flow in online supermarkets
Doris Morales Solana, Irene Esteban Millat, Alejandro Alegret Cotes

E-commerce is generating important changes in our way of life and consumption habits. More and more people are buying all types of products online at any time using different devices. Shopping for food stands out in this context, as it is gaining more market share and increasing in popularity. Digital commerce faces more barriers to entry than others in the mass consumption sector and supermarkets must be able to create a positive browsing and shopping experiences for the consumers who visit their online sites. Understanding digital consumers’ purchasing behaviour and the factors that have an influence on the optimal browsing and consumption experience is of vital importance for every company in the sector. In this sense, flow is an important determinant of digital consumer behaviour that influences important aspects such as their intention to shop online and their e-loyalty.

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