It is not strange that consumers purchase goods with cheaper price on the Internet than in real stores or malls. Before purchasing, some consumers use price comparison site to know which online seller has price competitiveness. Zellweger (1997) suggested that Internet provides the service that consumer can compare prices among seller to consumers. Hoffman and Novak (1997) suggested that Internet users control the search process to get a variety of information on the Web and price comparison. According to Ducoffe, the Web provides updated, relevant, and completed information. Croft (1998) found that home-shoppers consider price and product assortment as the most important factors for home shopping.

Therefore, it is expected that price is one of factors influencing consumer purchasing behavior.

 

Consumers who are more price conscious are more likely to make online purchase than consumers who are less price conscious.

 



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