Why Consumers Using Price Comparison Sites not Always Buy the Lowest Price Product


 
Consumption Behavior > Forum Log in

Why Consumers Using Price Comparison Sites not Always Buy the Lowest Price Product
Anneke Zwart, Moderator
The existence of price comparison sites has led to stronger competition between online sellers. This has mainly to do with the fact that online consumers become more price sensitive after having used a price comparison site, according to many studies (Degeratu, Rangaswamy, & Wu, 2001; Iyer
Pazgal, 2003).
So, the price of a product is an important variable that determines the value perceptions of a product. But there are still consumers that prefer to purchase products online from their favourite online suppliers or from large retailers, even though they are conscious of the higher prices for which they sell the products online.

Why and how do these non-price based purchases still occur?
Jung, Cho and Lee (2014) argue that there are two important variables that influence the price and value perceptions of consumers using price comparison sites. Those two variables can explain why consumers that use price comparison sites do not always purchase products w...
 

 
 

  Do you wish to study further? You can learn more from the summary, forum, discussions, lessons, courses, training, instructions, expert tips, best practices and education sources. Register.  


Special Interest Group Leader

You here


More on Consumption Behavior
Summary
Forum
Best Practices

Expert Tips

Resources



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2018 12manage - The Executive Fast Track. V14.1 - Last updated: 23-9-2018. All names of their owners.