Personalized pricing versus showrooming: competition between online and offline retailers
Zhenzhen Ren,
Junfeng Tian,
Shurong Kang
et al.
Abstract:This study examines how personalized pricing affects customers’ showrooming behavior in the duopoly competition with horizontal product differentiation between traditional and online retailers. For the available personalized pricing strategies, we obtained the optimal decisions for both retailers in the scenarios with and without showrooming. Our results indicate that adopting personalized pricing under particular conditions enables each retailer to be more profitable, even in the presence of showrooming purch… Show more
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