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Abstract Online prices do not converge as expected, but there is a general situation of price dispersion. This paper uses the price data of six categories of home appliances operated by JD, Gome, Suning and Tmall to measure online price dispersion, and discusses its impact on online market efficiency from the perspective of e-commerce heterogeneity. The results show that，firstly, differentiated e-commerce business mode can increase price dispersion through price adjustment, price stickiness and consumer search activities. Secondly, this paper finds that e-commerce platforms will increase the possibility of market segmentation through their industry share and market penetration, thus exacerbating price dispersion and reducing market efficiency. Finally, compared with platform e-commerce, self-operated e-commerce does not promote price dispersion by increasing price adjustment frequency and price stickiness, but may weaken the positive intensification effect of self-operated e-commerce.This paper provides new research ideas for the study of online integrated market, and also provides reference for the government in the supervision and governance of e-commerce platforms.
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Received: 20 August 2021
Published: 15 February 2022
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Corresponding Authors:
Yu-Shan YAN
E-mail: yanyushan@ruc.edu.cn
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2022, Vol. 42 
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