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Price comparison websites

Laffey, Des (2022) Price comparison websites. In: Hanlon, Annmarie and Tuten, Tracy L., eds. The SAGE Handbook of Digital Marketing. Sage Handbooks . Sage, United Kingdom. ISBN 978-1-5297-4379-1. (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided) (KAR id:93815)

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Price comparison websites, also known by a variety of phrases including aggregators and comparators, are an established part of the digital marketing landscape. They have a dual appeal. Consumers benefit from lower search costs and the ability to compare products whilst retailers benefit from a ready supply of consumers with refined needs.

After the topic is introduced this chapter starts by explaining what price comparison websites are and explains the connection between this innovation and search engines. It then covers the technologies that underpin price comparison websites and their revenue models. The chapter then covers theoretical perspectives in understanding price comparison websites, criticisms that have been levelled at them and recent innovations in the field. The chapter draws on examples from around the world, though its main focus is the United Kingdom, which is seen as an advanced market for price comparison websites and has been the subject of most published research.

Item Type: Book section
Uncontrolled keywords: Price comparison websites, aggregators, customer acquisition, customer loyalty, search costs
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce > HF5415 Marketing
H Social Sciences > HF Commerce > HF5548.32 E-commerce
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Desmond Laffey
Date Deposited: 01 Apr 2022 18:04 UTC
Last Modified: 17 Oct 2022 15:49 UTC
Resource URI: (The current URI for this page, for reference purposes)

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