Source effect of advertised reference price influences on transaction value in online shopping environments

Prior studies examine whether or not using advertised reference price (ARP) increases consumers’ perceived gain from the purchase decision. However, few studies address whether or not the ARP should involve an online or offline source. Present study thus investigates the influence of the APR source...

Full description

Saved in:
Bibliographic Details
Published in:Electronic commerce research 2013-11, Vol.13 (4), p.411-421
Main Authors: Lo, Shao-Kang, Chou, Yu-Jen, Teng, Ching-I
Format: Article
Language:English
Subjects:
Business and Management
Capital stock
Competition
Computer Communication Networks
Consumers
Cost control
Data Structures and Information Theory
e-Commerce/e-business
Electronic commerce
Empirical analysis
Gain
Hypotheses
International trade
Internet
IT in Business
Market prices
Marketing
On-line systems
Online
Online advertising
Online sales
Online shopping
Operations Research/Decision Theory
Preferred stocks
Prices
Retail stores
Sales
Shopping
Studies
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Prior studies examine whether or not using advertised reference price (ARP) increases consumers’ perceived gain from the purchase decision. However, few studies address whether or not the ARP should involve an online or offline source. Present study thus investigates the influence of the APR source on consumer perceived value. Empirical results indicate that consumers would perceive higher transaction value when an online seller adopts another online retailer’s sale price as ARP than when the online seller uses an offline competitor’s sale price as the ARP.
ISSN:1389-5753
1572-9362
DOI:10.1007/s10660-013-9129-9