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The impact of the Internet and consumer motivation on evaluation of prices

机译：互联网和消费者动机对价格评估的影响

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摘要

This research seeks to add to our understanding of why consumers might be willing to pay disparate prices for goods offered over the Internet. An experiment was designed to examine the effects of motivation to shop and information load on the evaluation of price for a product in an online environment. The results indicated that the interaction between motivation to shop and information load significantly influenced price perceptions. For the motivated subjects, a high price level was evaluated as higher in value when the information load was excessive. On the other hand, when the motivated subjects did not have an excessive information load, they evaluated the low price level as better value. For less motivated subjects, the high price level was perceived higher in value and quality than the low price level.
机译：这项研究旨在加深我们对为什么消费者可能愿意为互联网上提供的商品支付不同价格的理解。设计了一个实验来检查购物动机和信息负载对在线环境中产品价格评估的影响。结果表明，购物动机和信息负载之间的相互作用极大地影响了价格感知。对于有动机的对象，当信息负荷过大时，高价位被评估为较高的价值。另一方面，当激励对象没有过多的信息负荷时，他们将低价格水平评估为更好的价值。对于动机较弱的对象，较高的价格水平被认为比较低的价格水平具有更高的价值和质量。

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