PRICE TRACKING BEHAVIOUR IN ELECTRONIC COMMERCE AND THE MODERATING ROLE OF FAIR PRICE PERCEPTION
Journal Title: Polish Journal of Management Studies - Year 2018, Vol 18, Issue 1
Abstract
With the rapid advancements in the Electronic Commerce sector, modern consumers are becoming increasingly aware of the prospects of the various pricing strategies, which have made their purchase decisions more sophisticated. Recent literature portrays an increased tendency among online shoppers to track product prices and wait for price markdowns prior to making their purchase decisions. This act of consumers is seen as strategic purchase behaviour, which is necessary for sellers to be aware of and frame their counter-strategies accordingly to prevent potential loss of revenue. This study aims at analyzing and measuring crucial factors that influence price tracking among online consumers. These include shopping experience, fair price perceptions and awareness about dynamic pricing. Using PLS SEM, this study also analyses the moderating effect of fair price perceptions on the overall shopping experience and price tracking behaviour of consumers. Statistical results reveal all three factors have significant direct and positive influence on price tracking behaviour and the moderation effect is significant and negatively influences consumer price tracking behaviour.<br/><br/>
Authors and Affiliations
Vijay Victor, Robert Jeyakumar Nathan, Janusz Grabara, Maria Fekete Farkas
Keywords
Related Articles
- EP ID EP428270
- DOI 10.17512/pjms.2018.18.1.32
- Views 75
- Downloads 0
COSTS FOR IMPLEMENTING LOGISTICS INTO THE COMPANY
The ways of approaching the logistic problems need the use of some varied techniques and means, and the elaboration of a logistic project – which would aim the entire company – mobilises multiple personnel for a period o...
CLOUD ARCHITECTURE FOR LOGISTIC SERVICES
This paper concerns organization of the local cloud computing environment at the Wroclaw University of Economics, developed in the framework of the LOGICAL research project. In particular the architecture of the environm...
Editorial Volume 9
Editorial Volume 9<br/><br/>
MANAGEMENT OF SMALL AND MEDIUM ENTERPRISE (SME) DEVELOPMENT: AN ANALYSIS OF STUMBLING BLOCKS IN A DEVELOPING REGION
Globally, small and medium enterprises (SMEs) contribute significantly to economic growth and development. Yet, various stumbling blocks exist that hinder SMEs growth and development. South Africa is no different and wit...
COST-BENEFITS ASPECTS IN RISK MANAGEMENT
The paper concerns advanced risk management in the security domain. This approach is based not only on the traditional risk assessment, but also on the financial cost-benefits analysis and on the identification of hidden...