Popularity and Transaction Prices as Drivers of Price Dispersion on Two-Sided Digital Platforms
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Abstract
Objective: the increase in e-commerce transactions has resulted in the understanding of the dynamics of pricing in digital marketing in B2B and B2C environments. This is crucial for capturing buyer preferences and influencing store profitability. Our empirical study reviews how factors such as product popularity, transaction volume, price adjustments, and shipping time influence price dispersion on two-sided e-commerce platforms. Methods: panel data regression models were estimated using a comprehensive dataset from different product categories. Results: the main findings reveal a negative influence of product popularity on price dispersion, suggesting stronger competition and buyer engagement as potential drivers. A positive association between transaction volume and price dispersion also highlights the effect of efficient marketing strategies. Conclusions: the research is important because it sheds light on variables that are significant for transactions on digital twosided platforms, such as product popularity. It also assists managers in efficiently planning pricing strategies, product promotion, and reputation management.
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Oliveira, A. C., Isabella, G., & Almeida, M. I. S. de. (2025). Popularity and Transaction Prices as Drivers of Price Dispersion on Two-Sided Digital Platforms. Brazilian Administration Review, 21(Supplement), e240127. https://doi.org/10.1590/1807-7692bar2024240127
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Ghose, A., & Yao, Y. (2011). Using transaction prices to re-examine price dispersion in electronic markets. Information Systems Research, 22(2), 269–288. https://doi.org/10.1287/isre.1090.0252
Grewal, D., Janakiraman, R., Kalyanam, K., Kannan, P. K., Ratchford, B., Song, R., & Tolerico, S. (2010). Strategic online and offline retail pricing: A review and research agenda. Journal of Interactive Marketing, 24(2), 138–154. https://doi.org/10.1016/j.intmar.2010.02.007
Gujarati, D. N., & Porter, D. C. (2011). Econometria Básica. Bookman. Hanson, W. A., & Putler, D. S. (1996). Hits and misses: Herd behavior and online product popularity. Marketing Letters, 7(4), 297–305. https://doi.org/10.1007/BF00435537
Hofacker, C., Golgeci, I., Pillai, K. G., & Gligor, D. M. (2020). Digital marketing and business-to-business relationships: A close look at the interface and a roadmap for the future. European Journal of Marketing, 54(6), 1161–1179. https://doi.org/10.1108/EJM-04-2020-0247
Jang, S., & Chung, J. (2021). What drives add-on sales in mobile games? The role of inter-price relationship and product popularity. Journal of Business Research, 124, 59–68. https://doi.org/10.1016/j.jbusres.2020.11.025
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Kannan, P. K., & Li, H. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Krishna, A., Currim, I. S., & Shoemaker, R. W. (1991). Consumer Perceptions of Promotional Activity. Journal of Marketing, 55, 4–16. https://doi.org/10.2307/1252233
Lach, S. (2002). Existence and Persistence of Price Dispersion: An Empirical Analysis. Review of Economics and Statistics, 84(3), 433–444. https://doi.org/10.1162/003465302320259457
Lai, C.-H., Lee, S.-J., & Huang, H.-L. (2019). A social recommendation method based on the integration of social relationship and product popularity. International Journal of Human-Computer Studies, 121, 42–57. https://doi.org/10.1016/j.ijhcs.2018.04.002
Lin, S. (2020). Two-Sided Price Discrimination by Media Platforms. Marketing Science, 39(2), 317–338. https://doi.org/10.1287/mksc.2019.1211
Lindgren, C., Daunfeldt, S. O., Rudholm, N., & Yella, S. (2020). Is intertemporal price discrimination the cause of price dispersion in markets with low search costs? Applied Economics Letters, 28(11), 1–4. https://doi.org/10.1080/13504851.2020.1789055
Maia, C. R., Lunardi, G. L., Dolci, D., & D’Avila, L. C. (2019). Competitive Price and Trust as Determinants of Purchase Intention in Social Commerce. BAR - Brazilian Administration Review, 16(4), e190074. https://doi.org/10.1590/1807-7692bar2019190074
Massad, V. J., & Tucker, J. M. (2000). Comparing bidding and pricing between in-person and online auctions. Journal of Product & Brand Management, 9(5), 325–340. https://doi.org/10.1108/10610420010347128
Nambisan, S., Zahra, S. A., & Luo, Y. (2019). Global platforms and ecosystems: Implications for international business theories. Journal of International Business Studies, 50(9), 1464–1486. https://doi.org/10.1057/s41267-019-00262-4
Oliveira, A. C., Almeida, M. I. S., & Isabella, G. (2024). De que forma os preços variam em sites de comparação? Influência do cashback e da estrutura de mercado na dinâmica de preços. ReMark - Revista Brasileira de Marketing, 23(2), 516–579. https://doi.org/10.5585/remark.v23i2.25391
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