The Effects of External Reference Prices on A Process Buyers by Comparing Online and Offline Businesses

Document Type : Original Article

Authors

1 Ph.D of Business Administration, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran

2 Ph.D Student of Information Technology Management, Department of Information Technology Management, Science and research branch, Islamic Azad University, Tehran, Iran

Abstract

The main purpose of this research is to examine the impact of external reference prices on willingness to search, shop, and perception of transaction’s value in online and offline businesses while time limit, the market price dispersion, the type of discount tag, product involvement and shopping environment have moderator role.
In terms of purpose, this research is practical and the methodology of that is quasi-experimental with 2*2*2*2 factorial designs.
The study population included all Tehran consumers and the sampling method for selecting digital businesses’ consumers is simple random. After choosing online and offline businesses, the consumers were selected using available sampling. The data analysis approach for hypotheses tests have been done based on variance analysis using SPSS software.
The results show that in the circumstance of low products and offline shopping environment involvement, Unbelievable reference prices are in terms of high time pressure, market price high dispersion, type of price Rial format increased tend to purchase, and perceived value of the transaction and reduced willingness to search.

Keywords

References

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History

  • Receive Date: 25 September 2020
  • Revise Date: 28 October 2020
  • Accept Date: 28 October 2020

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