Why Online Consumer Accepts Premium Price--the evidence from Taobao．com

摘要：

More and more people are joining online shopping, which caught increasingly attentions of researchers. In the contrary to the theory ofprice, the pdce disperse in virtual market is greater than the real market. Why consumers choose different prices upon a same product? This paper aims to answer why consumers accept various premium prices when offered the same product. By analyzing data from taobao. com, we found that the sellers buyers comment, set-up time, sales records and collection popularity are determinants to consumers decision-making of price. We also found personal experience of online shopping plays a moderator role in the process.

关键词： price dispersion premium online shopping

作者: Jun Yan Qiuling She

作者单位: School of Management, Huazhong University of Science and Technology, Wuhan, 430074, China

会议类型: 国际会议

会议名称: 第八届武汉电子商务国际会议(The Eighth Wuhan International Conference on E-Business)

会议地点: 武汉

会议语种:英文

页码: 332-337

在线出版日期: 2009-05-30（万方平台首次上网日期，不代表论文的发表时间）