Price Endings of Online and Offline Retailers: Round and Just-Below Pricing

Paper Details

Authors: Suk K.; Kim G.; Lee D.; Jin X.

DOI: 10.53728/2765-6500.1677

Journal: Asia Marketing Journal

Year: 2026

Publisher: Korean Marketing Association

Document Type: Article

Open Access: All Open Access; Gold Open Access; Green Open Access

Cited by: 0

Abstract

This study investigates and compares price-ending strategies employed by online and offline retailers. Analyzing 210,456 prices from retailers in US, South Korea, and China reveals significant differences in price-ending between online and offline retail formats. Online retailers exhibit a lower propensity to utilize round prices (e.g., ending in 0) and just-below prices (e.g., ending in 9) than offline retailers. This research discusses potential explanations for these observed discrepancies, focusing on the distinct price-setting environments and consumer purchasing behaviors of online and offline retail. 2765-6500/ © 2026 Korean Marketing Association (KMA). This is an open-access article under the CC-BY 4.0 license (https://creativecommons.org/licenses/by/4.0/).

Keywords

Just-below price; Offline retailing; Online retailing; Price ending; Round price

Read Paper Back to Search