Shopbots: The Effect of Ordered Search and Brand Information on Price Sensitivity

• Main Authors: Chou Bing-Cheng, 周秉貞
• Other Authors: Edwin Tang
• Format: Others
• Language: en_US
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/68352427958611345212

碩士 === 國立交通大學 === 經營管理研究所 === 93 === In the Internet environment, consumers face richer information than before. Shopping robots or shopbots shortly, provide the product information in assisting consumer to make purchase decision. However, different forms which information presented will influence the consumers’ behavior. The purpose of this thesis is to investigate the effects of shopbot’s on consumers’ price sensitivity. Specifically, the shopbot in our experimental setting is a 2 Х 2 factorial design to provide ordered- and non-ordered and branded and non-branded information search on price sensitivity. Without brand information, consumers will pay lower prices in ordered information search than in random search. In other words, ordered information environment will increase consumer price sensitivity. On the other hand, if shopbot offers both ordered search and brand information, then ordered search increases price sensitivity but decreases the brand’s differentiation effect. The managerial implication for the study is different companies should develop their strategies of pricing according to their brand position.