Why do consumers prefer static instead of dynamic pricing plans? An empirical study for a better understanding of the low preferences for time-variant pricing plans

Schlereth, Christian; Skiera, Bernd; Schulz, Fabian

doi:10.1016/j.ejor.2018.03.033

Cited by 45 publications

(33 citation statements)

References 48 publications

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“…More recently, Schlereth et al [18] conducted an online CE with 779 customers of one electricity provider. Their CE aimed at measuring consumers' acceptance of different dynamic pricing schemes.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The few studies [6][7][8][9][10][11][12][13][14][15][16][17][18] investigating the potential effectiveness of TOU tariffs provide evidence that these tariffs reduce consumers' utility. A drawback of the available studies is, however, that either samples are restricted to certain consumer groups or sample sizes are too low to derive general conclusions.…”

Section: Introductionmentioning

confidence: 99%

“…From a country's perspective, Germany is particularly interesting, since the ongoing energy transition requires substantial investments, such as redispatch and network expansion, to keep up with the current demand fluctuations [19]. So far, only Dütschke and Paetz [17] and Schlereth et al [18] provided information on consumers' preferences for dynamic electricity tariffs including TOU tariffs. Dütschke and Paetz [17], however, use a non-representative, small sample for their analysis, and Schlereth et al [18] focus on respondents' risk attitudes.…”

Section: Introductionmentioning

confidence: 99%

“…So far, only Dütschke and Paetz [17] and Schlereth et al [18] provided information on consumers' preferences for dynamic electricity tariffs including TOU tariffs. Dütschke and Paetz [17], however, use a non-representative, small sample for their analysis, and Schlereth et al [18] focus on respondents' risk attitudes.…”

Section: Introductionmentioning

confidence: 99%

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Consumers’ Willingness to Accept Time-of-Use Tariffs for Shifting Electricity Demand

2020

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Time-of-use (TOU) electricity tariffs represent an instrument for demand side management. By reducing energy demand during peak times, less investments in otherwise necessary, costly, and CO2 intensive redispatch would be required. We use a choice experiment (CE) to analyze private consumers’ acceptance of TOU tariffs in Germany. In our CE, respondents choose between a fixed rate tariff and two TOU tariffs that differ by peak time scheme and by a control of appliances’ electricity consumption during that time. We use a mixed logit model to account for taste heterogeneity. Moreover, investigating decision strategies, we identify three different strategies that shed light on drivers of unobserved taste heterogeneity: (1) Always choosing the status quo, (2) always choosing the maximum discount, and (3) choosing a TOU tariff but not always going for the maximum discount. Overall, about 70% of our 1398 respondents would choose a TOU tariff and shift their electricity demand, leading to a decline in energy demand during peak times. Rough estimates indicate that this would lead to significant savings in electricity generation, avoiding up to a mid to large-sized fossil-fuel power plant.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Consumers’ Willingness to Accept Time-of-Use Tariffs for Shifting Electricity Demand

2020

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“…Beim so genannten "Spot-Pricing", auch Real-Time Pricing genannt (Schlereth et al 2018), erfolgt die dynamische Preisfestsetzung in der Regel durch einen Intermediär, z. B. eine Plattform oder einen Marktplatz.…”

Section: Spot Pricingunclassified

Dynamische Preisgestaltung in der digitalisierten Welt

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Skiera

2020

Schmalenbachs Z betriebswirtsch Forsch

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Zusammenfassung Digitale Technologien begünstigen den Einsatz einer dynamischen Preisgestaltung, also von Preisen, die für ein prinzipiell gleiches Produkt unangekündigt variieren. Dabei werden in der öffentlichen Diskussion unterschiedliche Ausgestaltungsformen dynamischer Preise oftmals vermischt, was eine sinnvolle Analyse der Vor- und Nachteile der dynamischen Preisgestaltung erschwert. Das Ziel des Beitrags ist die Darstellung der ökonomischen Grundlagen und die Diskussion sowie Klassifikation der Ausgestaltungsmöglichkeiten der dynamischen Preisgestaltung. Darüber hinaus erfolgt eine Bewertung der Vor- und Nachteile der dynamischen Preisgestaltung aus Käufer- und Verkäufersicht. Abschließend werden Implikationen für die betriebswirtschaftliche Forschung diskutiert.

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