Please use this identifier to cite or link to this item: https://doi.org/10.1109/CEC-EEE.2006.63
DC FieldValue
dc.titleModerating the price sensitivity of online customers
dc.contributor.authorKim, H.-W.
dc.contributor.authorToh, D.E.S.
dc.date.accessioned2013-07-11T10:16:59Z
dc.date.available2013-07-11T10:16:59Z
dc.date.issued2006
dc.identifier.citationKim, H.-W.,Toh, D.E.S. (2006). Moderating the price sensitivity of online customers. CEC/EEE 2006 Joint Conferences 2006. ScholarBank@NUS Repository. <a href="https://doi.org/10.1109/CEC-EEE.2006.63" target="_blank">https://doi.org/10.1109/CEC-EEE.2006.63</a>
dc.identifier.isbn0769525113
dc.identifier.urihttp://scholarbank.nus.edu.sg/handle/10635/42742
dc.description.abstractIf 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. © 2006 IEEE.
dc.description.urihttp://libproxy1.nus.edu.sg/login?url=http://dx.doi.org/10.1109/CEC-EEE.2006.63
dc.sourceScopus
dc.typeConference Paper
dc.contributor.departmentINFORMATION SYSTEMS
dc.description.doi10.1109/CEC-EEE.2006.63
dc.description.sourcetitleCEC/EEE 2006 Joint Conferences
dc.description.volume2006
dc.identifier.isiutNOT_IN_WOS
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