Moderating the price sensitivity of online customers

Hee Woong Kim, Darren Ee Se Toh

Research output: Chapter in Book/Report/Conference proceedingConference contribution

4 Citations (Scopus)


If 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.

Original languageEnglish
Title of host publicationProceedings - CEC/EEE 2006
Subtitle of host publicationJoint Conference - 8th IEEE International Conference on E-Commerce and Technology (CEC 2006), 3rd IEEE International Conference on Enterprise Computing, E-Commerce
PublisherIEEE Computer Society
Number of pages1
ISBN (Print)0769525113, 9780769525112
Publication statusPublished - 2006
EventCEC/EEE 2006 Joint Conferences - San Francisco, CA, United States
Duration: 2006 Jun 262006 Jun 29

Publication series

NameCEC/EEE 2006 Joint Conferences


OtherCEC/EEE 2006 Joint Conferences
Country/TerritoryUnited States
CitySan Francisco, CA

All Science Journal Classification (ASJC) codes

  • Engineering(all)


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