Effect of personalızed prıce on decısıon makıng process on ınternet
Küçük Resim Yok
Tarih
2012
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
The article addresses the personalized price offer, a variable that may have a significant influence on decision making, within the scope of consideration set theory. Specifically, it aims to investigate the cause and effect relationship between presence of personalized price offer and decision making process on the Internet. A field experiment is conducted on retailing Web site of a leading mobile phone distributor in Turkey. Data is analyzed with Pearson chi-square and logistic regression analysis. It was found that, whereas the presence of personalized price offer increases the chance for a product to be included in consideration set and selected as final choice, no significant relationship is found between the presence of a personalized price offer and the inclusion of the product in customer s choice set. Findings were similar for the consumers who are on different stages of decision making.
Açıklama
Anahtar Kelimeler
Kaynak
Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
26
Sayı
1
