Price and its forecasting of Chinese cross-border E-commerce

Jianping Chen · Nadine Tournois · Qiming Fu

31 citations0/0 files storedJournal of Business and Industrial Marketing

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Consumer Market Behavior and Pricing Supply Chain and Inventory Management E-commerce and Technology Innovations

Abstract

Purpose Cross-border e-commerce in China has been booming in recent years. This paper aims to study pricing in Chinese cross-border e-commerce companies and focuses on the baby food market, which is simply examined as a case study to highlight broader implications. In this intensely competitive sector, the biggest challenge faced by such companies is ensuring that they are in a position to be able set prices in the short-term to maximize their competitive advantage and profitability. The study of pricing will help management to make correct operational decisions. Design/methodology/approach This study utilizes transaction data, which were obtained from the Taobao e-commerce platform. Taobao is the largest e-commerce retail platform in the world. We analyzed factors, including business models, homogeneity, reputation ratings and sales volumes, which may affect pricing. Findings This study found that consumers in the baby food sector of Chinese cross-border e-commerce are not price-sensitive. Consumers are reputation-rating-sensitive. The reputation ratings of sellers affect the price dispersion in e-commerce markets. The Core Price Dispersion Rate Model not only considers the prices but also takes sales volumes into account in the calculations. Finally, based on Gaussian processes, a model was developed for price forecasting in the area of cross-border e-commerce. The experimental results show that the proposed method is highly valuable for price forecasting. Originality/value This study provides a novel understanding of the baby food sector in the Chinese cross-border e-commerce market by examining the business model, price dispersion, reputation rating and correlation between the reputation of sellers, prices and sales volume. Furthermore, a model for price forecasting is proposed.

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References

1961The Economics of Information 2000Frictionless Commerce? A Comparison of Internet and Conventional Retailers 1983Equilibrium Price Dispersion 2000Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes 2000Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution 2001Consumer Decision‐making at an Internet Shopbot: Brand Still Matters 2009Search, Obfuscation, and Price Elasticities on the Internet 2011Which is more important in Internet shopping, perceived price or trust?

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