Prisskillnader för konsumentelektronik i ett online-kontext. De faktorer som påverkar den prisnivå som konsumenter är villiga att acceptera.

Sammanfattning: There has been a significant amount of research concerning the effect of retailer attributes and retailer brand attributes on consumer's buying intention. However, there is still a lot to learn about consumer behavior in an online context, especially as it relates to effects on price dispersion. The consumer pre-purchase behavior has been significantly changed due to compressed time for information search and lower "search cost". This paper will consider retailer attributes that might affect the price point consumer are willing to consider as it relates to consumer electronics in an online price comparison context. The prevalence of these relationships are examined using a quantitative study wherein 216 respondents are exposed to fictional scenarios to test their price attitudes. The results support the hypothesis that retailer brand knowledge and retailer brand trust is related to consumer willingness to pay higher purchase prices for an identical product.