A Study on the Effects of Excessive Price Discounts etc. on Consumer Purchase Intention in Internet Shopping Mall


The KIPS Transactions:PartD, Vol. 14, No. 4, pp. 395-406, Jun. 2007
10.3745/KIPSTD.2007.14.4.395,   PDF Download:

Abstract

The development of e-commerce made a great effect on all the aspect of marketing mix. Especially, marketing stimuli of Halfplaza.com, excessive price discounts and auction by order of arrival, spread out gradually in internet shopping mall industry. The study showed that excessive price discounts combined with auction by order of arrival increased consumer's perceived value, but decreased perceived risk. In conclusion, legal protections must be established since consumers tend to be vulnerable to various marketing mix of deceptive e-commerce players.


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Cite this article
[IEEE Style]
T. H. Moon and J. Y. Park, "A Study on the Effects of Excessive Price Discounts etc. on Consumer Purchase Intention in Internet Shopping Mall," The KIPS Transactions:PartD, vol. 14, no. 4, pp. 395-406, 2007. DOI: 10.3745/KIPSTD.2007.14.4.395.

[ACM Style]
Tae Hyun Moon and Ju Young Park. 2007. A Study on the Effects of Excessive Price Discounts etc. on Consumer Purchase Intention in Internet Shopping Mall. The KIPS Transactions:PartD, 14, 4, (2007), 395-406. DOI: 10.3745/KIPSTD.2007.14.4.395.