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| Author: | Jiang, P. |
| Title: | Understanding customers' intention to seek for a better deal in electronic marketplace: The role of tolerance for sacrifice gap |
| Journal: | Journal of Internet commerce
2003 : VOL. 2:3, p. 39-63 |
| Index terms: | Marketing Electronic commerce Consumers Customers Knowledge Products Internet Models |
| Freeterms: | e-commerce |
| Language: | eng |
| Abstract: | Online consumers make frequent use of the Internet to search for product and price information. In this study, an online model is proposed and empirically tested in investigating the role of tolerance for sacrifice gap in understanding customers' intention to seek for a better deal. Data was collected through an online survey. The results show that tolerance for sacrifice gap was not only a strong predictor of intention for continuing search but also itself being related to consumer product knowledge, perceived control, and consumer product involvement. Direct relationship btw. another construct "perceived reduction in sacrifice gap" and "intention to seek for a better deal" was also found. |
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