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http://dx.doi.org/10.3745/KIPSTD.2007.14-D.3.395

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

Moon, Tae-Hyun (한국소비자원 정보관리팀)
Park, Ju-Young (숭실대학교 경상대학 벤처중소기업학부)
Publication Information
The KIPS Transactions:PartD / v.14D, no.4, 2007 , pp. 395-406 More about this Journal
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.
Keywords
e-Commerce; Internet Shopping Mall; Price Discount; Purchase Intention;
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