Online Price Dispersion Revisited: How Do Transaction Prices Differ from Listing Prices?

and her Master and Bachelor degree in Engineering from Tsinghua University. Dr. Zhao's research interests entail understanding how technological innovations transform firms' competitive strategies and what design and policy interventions can improve the value of these technologies to firms. She has published papers in Abstract Price dispersion of a homogeneous product reflects market efficiency and has significant implications on sellers' pricing strategies. Two different perspectives, the supply and demand perspectives, can be adopted to examine this phenomenon. The former focuses on listing prices posted by sellers, while the latter uses transaction prices that consumers pay to obtain the product. However, no prior research has systematically compared both perspectives, and it is unclear whether different perspectives will generate different insights. Using a unique dataset collected from an online market, we find that the dispersion of listing prices is three times higher than the dispersion of transaction prices. More interestingly, the drivers of price dispersion differ significantly between listing and transaction data. The dispersion of listing prices reflects sellers' perception of market environment and their pricing strategies, and it may not fully capture consumer behavior manifested through the variation of transaction prices. Our study suggests that the difference in perspectives being taken in individual studies bears different results.