Value-driven internet shopping: The mental accounting theory perspective

Sumeet Gupta, Hee Woong Kim

Research output: Contribution to journalArticlepeer-review

181 Citations (Scopus)


When faced with competition and the ease with which customers can compare prices across sellers, Internet vendors often lower prices in a bid to increase sales. However, recent research reports that even price-sensitive customers do not always purchase from Internet vendors offering the lowest prices. In contrast, value has been considered a key motivator of customer decision making in economics and marketing. However, little is known about the role and effect of value in Internet shopping. This study examines online customer purchase decision making from the value perspective based on mental accounting theory. This study also identifies monetary (perceived price) and non-monetary (perceived risk, convenience, and pleasure) determinants of value. This study further explains how the individual determinants affect online purchase decision making directly and indirectly though value perception. The findings of this study offer Internet vendors practical suggestions for increasing online sales. This study, with its results, also helps advance knowledge of electronic commerce.

Original languageEnglish
Pages (from-to)13-35
Number of pages23
JournalPsychology and Marketing
Issue number1
Publication statusPublished - 2010 Jan

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Marketing


Dive into the research topics of 'Value-driven internet shopping: The mental accounting theory perspective'. Together they form a unique fingerprint.

Cite this