A study on effects of price comparison information to consumer's buying behavior and decision가격비교 정보가 소비자 구매행동과 의사결정에 미치는 영향에 대한 연구

Cited 0 time in webofscience Cited 0 time in scopus
  • Hit : 455
  • Download : 0
This thesis empirically analyzes consumer behavior under price comparison information which has similar form on shopping intermediaries such as BottomDollar.com, Borders.com - sites that allow consumers to make "one-click" price comparisons for product offerings from multiple retailers. By allowing researchers to observe exactly what information the consumer is shown and their search behavior in response to the information, these data have unique strengths for analyzing consumer behavior. Furthermore, the effects on the 4 sources of price dispersion summarized in Understanding Digital Markets, are analyzed mainly focused on retailers brand and trust, awareness. While brand is an important determinant of customer choice, we find that, among consumers under price comparison information, branded retailers and retailer awareness do not allow to hold significant price advantages in head-to-head price comparisons. Further, customers are very sensitive to the price. We also find that consumers choose higher price, when blind to retailer, as a proxy for a retailer``s credibility with regard to non-contractible aspects of the product bundle such as shipping time.
Advisors
Choi, Mun-Keeresearcher최문기researcher
Description
한국정보통신대학원대학교 :
Publisher
한국정보통신대학원대학교
Issue Date
2001
Identifier
392018/225023 / 000993846
Language
eng
Description

학위논문(석사) - 한국정보통신대학원대학교 : 2001, [ vi, 34 p. ]

Keywords

Price Comparison Information; Buying Behavior; 소비자 구매행동; 가격비교 정보

URI
http://hdl.handle.net/10203/54314
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=392018&flag=dissertation
Appears in Collection
School of Management-Theses_Master(경영학부 석사논문)
Files in This Item
There are no files associated with this item.

qr_code

  • mendeley

    citeulike


rss_1.0 rss_2.0 atom_1.0