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
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 with the lowest price:
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