Electronic Resource
Bingley
:
Emerald
Marketing intelligence & planning
23 (2005), S. 350-358
ISSN:
0263-4503
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
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.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/02634500510603456
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