Personalized Pricing and the Value of Time: Evidence From Auctioned Cab Rides

• 成果类型: Article
• 署名作者: Buchholz, Nicholas; Doval, Laura; Kastl, Jakub; Matejka, Filip; Salz, Tobias
• 署名单位: Princeton University; Columbia University; University of Cambridge; Centre for Economic Policy Research - UK; Charles University Prague; Czech Academy of Sciences; Economics Institute of the Czech Academy of Sciences; Massachusetts Institute of Technology (MIT)
• 刊物名称: ECONOMETRICA
• ISSN/ISSBN: 0012-9682
• DOI: 10.3982/ECTA18838
• 发表日期: 2025
• 页码: 929-958
• 关键词: MECHANISM CHOICE; DISCRIMINATION; frictions; demand

摘要

We recover valuations of time using detailed data from a large ride-hail platform, where drivers bid on trips and consumers choose between a set of rides with different prices and wait times. Leveraging a consumer panel, we estimate demand as a function of both prices and wait times and use the resulting estimates to recover heterogeneity in the value of time across consumers. We study the welfare implications of personalized pricing and its effect on the platform, drivers, and consumers. Taking into account drivers' optimal reaction to the platform's pricing policy, personalized pricing lowers consumer surplus by 2.5% and increases overall surplus by 5.2%. Like the platform, drivers benefit from personalized pricing. By conditioning prices on drivers' wait times and not on consumers' data, the platform can capture a significant portion of the profits garnered from personalized pricing, and simultaneously benefit consumers.