Price as a variable in online consumer trade-offs

Document identifier:
Access full text here:10.1108/02634500510603456
Keyword: Social Sciences, Economics and Business, Business Administration, Samhällsvetenskap, Ekonomi och näringsliv, Företagsekonomi, Industrial Marketing, Industriell marknadsföring
Publication year: 2005

Purpose - To determine the impact of price on consumer decision making in online environments. Design/methodology/approach - Uses a conjoint experiment to investigate the trade-offs customers make when choosing and to establish their relative weights in online and offline situations. Findings - Finds that customers expect prices to be lower in an online environment than in a traditional sales channel. Research limitations/implications - Despite acknowledged limitations of experimental design and student samples, the findings have both theoretical and practical implications. Practical implications - Marketing planners can use the intelligence gained from conjoint studies such as this to improve the design and implementation of online retail experiences. Originality/value - Compares online and offline shopping environments with specific regard to the importance of price in each in the consumer decision-making processes, a hitherto overlooked issue in marketing research.


Ted Karlsson

Luleå tekniska universitet; Institutionen för ekonomi, teknik och samhälle
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Christer Kuttainen

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Leyland Pitt

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Stavroula Spyropoulou

Leeds University Business School, University of Leeds
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