ABSTRACT
In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers' review volume, related to assimilation-contrast. Results of two studies, including an eye-tracking study, show that participants more likely would purchase at the display price from sellers with high review volume. Participants favored buying from high-display-price sellers with high review volume, versus low-display-price sellers with low review volume. This suggests that the display price should be from a seller with relatively higher review volume and emphasizes the importance of review volumes to sellers.
- Received November 27, 2015.
- Received (in revised form) September 30, 2017.
- Accepted October 13, 2017.
- Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 2
Jump to
- Article
- ABSTRACT
- MANAGEMENT SLANT
- INTRODUCTION
- THEORETICAL FRAMEWORK
- HYPOTHESIS DEVELOPMENT
- STUDY 1: DISPLAY PRICE AND SELLER-REVIEW VOLUME
- STUDY 2: EYE TRACKING
- GENERAL DISCUSSION
- LIMITATIONS AND FURTHER RESEARCH
- ABOUT THE AUTHOR
- Appendix A Sample Search Results Page Used to Manipulate Display Price in Study 1
- Appendix B Sample Product-Details Page Used in Studies 1 and 2
- Appendix C Experiment Design and Stimuli Used in Study 2
- REFERENCES
- Figures & Data
- Info