Do Price Charts Provided by Online Shopbots Influence Price Expectations and Purchase Timing Decisions?

被引：15

作者：

Drechsler, Wenzel ^{[1
]}

Natter, Martin ^{[1
]}

机构：

[1] Goethe Univ Frankfurt, Strothoff Chair Retailing, Dept Mkt, D-60323 Frankfurt, Germany

来源：

JOURNAL OF INTERACTIVE MARKETING | 2011年 / 25卷 / 02期

关键词：

Price expectations; Purchase timing; Shopbots; Price comparison sites; Information visualization; CONSUMER PRICE; SURVIVAL ANALYSIS; IMPACT; MODEL; KNOWLEDGE; SEARCH;

D O I：

10.1016/j.intmar.2011.02.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Online price comparison sites (shopbots) like PriceGrabber.com are the most powerful tools for consumers to easily compare prices and find offers for desired products. Besides providing distributions of actual prices in price comparison tables, shopbots like NexTag.com have recently introduced price charts (line charts) displaying a product's full price history. Price charts should support consumers in forming expectations about future prices. Nevertheless, it is currently unclear how price charts influence consumer price expectations and purchase decisions. The results of this study show that the provision of past prices leads to strong adjustments of price expectations depending on price chart characteristics. In particular, the trend, variance and range of past prices in the chart strongly affect price expectations and purchase timing decisions. Furthermore, in the case of a strong downward trend and high variance in past prices, results show that nearly 50% of the total effect is caused by the visualization of the price history. (C) 2011 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.

引用

页码：95 / 109

页数：15

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