The E-commerce Pricing Strategy and Consumer Characteristics

摘要：

With the development of the e-business, the on-line retailer market is booming and it brings some new implication to the consumer behavior theory. Personality and consumers characteristics plays more important role in on-line market, which has a relationship with the consumers on-line purchase decision. The empirical study of Zhejiang province online consumers behavior shows that, Firstly, If the e-tailers can protect the consumers privacy, then the e-tailers have the more powerful pricing ability; Secondly, the consumers can trust the e-tailers safety of online payment procedure, then the e-tailers can charge higher price. Finally, if the e-tailers selling products are in mode, and can attract the young and moderate consumers, then the e-tailers will occupy more parts of the online market, and maintain competent pricing ability.

关键词： E-Commerce Pricing Strategy Consumers Characteristics Pricing Ability

作者: WANG Yida YE Yujian

作者单位: Institute of Strategy and Management Research, Management School, Hangzhou Dianzi University, China

会议类型: 国际会议

会议名称: The Fifth InternationalSymposium on Management of Technology(ISMOT07)(第五届技术与创新管理国际研讨会)

会议地点: 杭州

会议语种:英文

页码: 985-987

在线出版日期: 2007-06-01（万方平台首次上网日期，不代表论文的发表时间）