Moderating the Price Sensitivity of Online Customers
Moderating the Price Sensitivity of Online Customers
复制标题
调节在线客户的价格敏感度
DOI：
10.1109/cec-eee.2006.63
复制
发表时间：
2006
期刊：
影响因子：
--
通讯作者：
D. Toh
中科院分区：
文献类型：
--
作者：
Hee;D. Toh
如果一个在线供应商了解如何降低价格对客户购买的影响，供应商可以通过降低客户在网上购物的价格敏感度来产生更多的利润。因此，缓和价格感知对购买行为的影响是在线供应商的主要关注点，如果他们要产生更多的利润和减少潜在的价格竞争。本研究通过回顾过去的文献，提供了一个清晰的概念，价格敏感性，并提出了一个新的测量方法，价格感知的变化对购买的影响。基于定价理论，本研究以网上书店为研究对象，考察了信任、转换成本和便利性在感知价格对购买意愿影响中的调节作用。我们提供了理论推理的结果，并讨论了本研究的理论和实践意义
If an online vendor understands how to lower the effect of price on customer purchase, the vendor could generate more profit by lowering customers' price sensitivity in their Internet shopping. Hence, moderating the effect of price perception on purchase behavior is a primary concern for online vendors if they were to generate more profit and reduce the potential of price competition. This study provides a clear conceptualization of price sensitivity through a review of past literature, and proposes a new measurement method for changes in the effect of price perception on purchase. Based on pricing theory, this study examines the effects of trust, switching costs and convenience in moderating the effect of perceived price on purchase intention in the context of an online bookstore. We offer theoretical reasoning for the results and discuss the theoretical and practical implications of this study