Corpus ID: 1285788

The Effect Of Consumer Reviews On Vendor-Related And Market-Related Price Sensitivity

  title={The Effect Of Consumer Reviews On Vendor-Related And Market-Related Price Sensitivity},
  author={M. Trenz},
  • M. Trenz
  • Published in ECIS 2013
  • Business, Computer Science
The increased transparency of electronic channels is barely reflected in research investigating online consumer behaviour. To address this issue, we introduce two different types of price sensitivity: vendor-related and market-related price sensitivity. Price sensitivity is generally assumed to vary with product quality. While product quality is hard to discern for some product types, online consumer reviews enable consumers to easily differentiate between products that other customers perceive… Expand
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