網(wǎng)絡(luò)市場中網(wǎng)站內(nèi)容對不同類型有形產(chǎn)品價格敏感度的影響-資料下載頁
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【正文】 n State University.[17] Marmorstein,Howard, Dhruv Grewal and Raymond . Fishe (1992), “The Value of Time Spent in Price Comparison Shopping: Survey and Experimental Evidence,” Journal of Consumer Research, 19 (June), 5261.[18] Pan, X., Ratchford, . and Shankar, V. (2001) “Why Aren’t the Prices of the Same Item the Same at and ? Drivers Of Prices Dispersion Among ETailers,” Working Paper, University of Maryland.[19] Rafaeli S. amp。 F. Sudweeds, Networked Interactivity, Journal of Computer Mediated Communication, 1997[20] Rogers E. M.(1995）, Diffusion of Innovations, New York: The Free Press,[21] Salop,S（1979）. “Monopolistic petition with outside goods.”, Bell J. Economy ,10, 141156[22] Salop, S., J. E. Stiglitz（1982）, “The theory of sales: A simple model of equilibrium price dispersion with identical agents”, Amer. Economic. Rev. 72 (5) 11211130[23] Shankar, V., Rangaswamy, A. and Pusateri, M. (2001), “The Online Medium and Customer Price Sensitivity,” Working Paper, University of Maryland.[24] Smith, M. D., Bailey, J. and Brynjolfsson, E. (2000), “Understanding Digital Markets: Review and Assessment,” in Brynjolfsson, E. and Kahin B. (eds.), Understanding the Digital Economy, MIT Press.[25] Thomas T. Nagle，Reed K. Holden，定價策略與技巧，清華大學(xué)出版社，2003[26] Urbany, J., and Dickson, P. R., and Wilkie, W. L., “Buyers uncertainty and information search.”, Journal of consumer Research, （1989）[27] 孫美君，吳肇銘 (2003)，影響網(wǎng)站忠誠度之因素研究—以購物型網(wǎng)站為例，臺灣地區(qū)中央大學(xué)信息管理研究所碩士論文[28] 王霞，趙平，王高，劉佳(2004).，36 How Web Contents Influence Price Sensitivity of Online Consumers for Different Tangible Products ?Huang Minxue, Mei Peng, Zhang NingDepartment of Marketing, Economics and Management School, Wuhan UniversityAbstract Product price on the internet market has long been characterized by low price and price dispersion. The basic premise of this conclusion is relative lower search cost of online consumers, which is believed to increase consumers’ price sensitivity. However, recent empirical research demonstrates that this would not be the case in the real consumer decisionmaking process. Although differences exist in price sensitivity between online markets and traditional markets, the former one may not be indeed higher than the latter.This research is based on the literature review of pricing strategy and theory online。 an empirical method is used to analyze the factors influencing consumer39。s price sensitivity. We have probed to know how web contents influence the consumer39。s price sensitivity in online supermarkets among three product categories when pared and analyzed the influence factors of three different kinds of products. The result of study illustrated that the factor influencing price sensitivity has nothing in mon with each other for the different kinds of products. Managers can reduce consumer39。s price sensitivity by offering different web contents and interactivity.Keywords: price sensitivity, price search, price importance, web interactivity 附錄附圖1：網(wǎng)絡(luò)市場與傳統(tǒng)市場價格敏感度配對t檢驗附表2：不同產(chǎn)品之間價格敏感度的方差分析附表3：書籍樣本回歸分析附表4：運動鞋樣本回歸分析附表5：手機(jī)樣本的回歸分析附表6：影響消費者購買手機(jī)因素的頻數(shù)分析12 / 1
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