o Time : July 13, Friday 12:00 ~ 2:00 p.m.

o Venue : 9705(The 7th floor seminar room)


Effects of Price Comparison Site on Price Perception and Value Perception in Online Purchase


Abstract

This study sheds light on the effect of price comparison sites on the online consumer behavior. Specifically this study examines whether and how price and value perception can be when a consumer adopts a price comparison site. This study employs an experimental method which is designed to compare the perceptions of the two groups one of which is provided with a price-comparison site whereas the other not.
In this study, it is found that online consumers perceive relatively higher level of reference price when they are provided with alternatives’ price information by a price-comparison site than when they are not. Furthermore, it is discovered that price-comparison sites are relieving consumers from possible loss regarding price. These results appear to be contradicted to the conventional predictions asserting that, based upon the theory of Economics of information. The current study concludes that online retail market does not necessarily need to expect an equilibrium or convergence of consumers’ price perception. Some strategic implications for the online retail managers will be also given.