Moderating the price sensitivity of online customers

Hee Woong Kim; Darren Ee Se Toh

doi:10.1109/CEC-EEE.2006.63

Moderating the price sensitivity of online customers

Hee Woong Kim, Darren Ee Se Toh

Graduate School of Information

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

4 Citations (Scopus)

Abstract

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 language	English
Title of host publication	Proceedings - CEC/EEE 2006
Subtitle of host publication	Joint Conference - 8th IEEE International Conference on E-Commerce and Technology (CEC 2006), 3rd IEEE International Conference on Enterprise Computing, E-Commerce
Publisher	IEEE Computer Society
Pages	13
Number of pages	1
ISBN (Print)	0769525113, 9780769525112
DOIs	https://doi.org/10.1109/CEC-EEE.2006.63
Publication status	Published - 2006
Event	CEC/EEE 2006 Joint Conferences - San Francisco, CA, United States Duration: 2006 Jun 26 → 2006 Jun 29

Publication series

Name	CEC/EEE 2006 Joint Conferences
Volume	2006

Other

Other	CEC/EEE 2006 Joint Conferences
Country/Territory	United States
City	San Francisco, CA
Period	06/6/26 → 06/6/29

All Science Journal Classification (ASJC) codes

Engineering(all)

Access to Document

10.1109/CEC-EEE.2006.63

Cite this

Kim, H. W., & Toh, D. E. S. (2006). Moderating the price sensitivity of online customers. In Proceedings - CEC/EEE 2006: Joint Conference - 8th IEEE International Conference on E-Commerce and Technology (CEC 2006), 3rd IEEE International Conference on Enterprise Computing, E-Commerce (pp. 13). Article 1640268 (CEC/EEE 2006 Joint Conferences; Vol. 2006). IEEE Computer Society. https://doi.org/10.1109/CEC-EEE.2006.63

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abstract = "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.",

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Kim, HW & Toh, DES 2006, Moderating the price sensitivity of online customers. in Proceedings - CEC/EEE 2006: Joint Conference - 8th IEEE International Conference on E-Commerce and Technology (CEC 2006), 3rd IEEE International Conference on Enterprise Computing, E-Commerce., 1640268, CEC/EEE 2006 Joint Conferences, vol. 2006, IEEE Computer Society, pp. 13, CEC/EEE 2006 Joint Conferences, San Francisco, CA, United States, 06/6/26. https://doi.org/10.1109/CEC-EEE.2006.63

Moderating the price sensitivity of online customers. / Kim, Hee Woong; Toh, Darren Ee Se.
Proceedings - CEC/EEE 2006: Joint Conference - 8th IEEE International Conference on E-Commerce and Technology (CEC 2006), 3rd IEEE International Conference on Enterprise Computing, E-Commerce. IEEE Computer Society, 2006. p. 13 1640268 (CEC/EEE 2006 Joint Conferences; Vol. 2006).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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AB - 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.

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Kim HW, Toh DES. Moderating the price sensitivity of online customers. In Proceedings - CEC/EEE 2006: Joint Conference - 8th IEEE International Conference on E-Commerce and Technology (CEC 2006), 3rd IEEE International Conference on Enterprise Computing, E-Commerce. IEEE Computer Society. 2006. p. 13. 1640268. (CEC/EEE 2006 Joint Conferences). doi: 10.1109/CEC-EEE.2006.63

Moderating the price sensitivity of online customers

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