Economía comportamental, comercio electrónico y formación de los precios

The subject of the paper is to study the role of the consumer in fixing prices with reference to electronic commerce, using the behavioural economy approach, since electronic commerce has moved the encounter between market demand and supply from a traditionally two-dimensional approach, where the variables fundamental are price and quantity, to a multidimensional, dematerialized and potentially infinite space. On the one hand, ICT (Information and Communication Technology), in fact, guarantee greater transparency, reduce information asymmetries and increase competition; on the other hand, however, they can also generate an information overload, inducing consumers to cognitive biases The subject of the paper is to study the role of the consumer in fixing prices with reference to electronic commerce, using the behavioural economy approach, since electronic commerce has moved the encounter between market demand and supply from a traditionally two-dimensional approach, where the variables fundamental are price and quantity, to a multidimensional, dematerialized and potentially infinite space. On the one hand, ICT (Information and Communication Technology), in fact, guarantee greater transparency, reduce information asymmetries and increase competition; on the other hand, however, they can also generate an information overload, inducing consumers to cognitive biases.