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标题：Quantity discounts on a virtual good: The results of a massive pricing experiment at King Digital Entertainment
本地全文：下载
作者：Steven D. Levitt ; John A. List ; Susanne Neckermann 等
期刊名称：Proceedings of the National Academy of Sciences
印刷版ISSN：0027-8424
电子版ISSN：1091-6490
出版年度：2016
卷号：113
期号：27
页码：7323-7328
DOI：10.1073/pnas.1510501113
语种：English
出版社：The National Academy of Sciences of the United States of America
摘要：We report on a natural field experiment on quantity discounts involving more than 14 million consumers. Implementing price reductions ranging from 9–70% for large purchases, we found remarkably little impact on revenue, either positively or negatively. There was virtually no increase in the quantity of customers making a purchase; all the observed changes occurred for customers who already were buyers. We found evidence that infrequent purchasers are more responsive to discounts than frequent purchasers. There was some evidence of habit formation when prices returned to pre-experiment levels. There also was some evidence that consumers contemplating small purchases are discouraged by the presence of extreme quantity discounts for large purchases.
关键词：price discrimination ; natural experiment ; quantity discount ; virtual ; King