• ISSN: 2010-0248 (Print)
    • Abbreviated Title: Int. J. Innov.  Manag. Technol.
    • Frequency: Quarterly (since 2021); Bimonthly (2010-2020)
    • DOI: 10.18178/IJIMT
    • Editor-in-Chief: Prof. Jin Wang
    • Executive Editor: Ms. Nina Lee
    • Abstracting/ Indexing: Google Scholar, CNKI, Ulrich's Periodicals Directory,  Crossref and ProQuest, Electronic Journals Library.
    • E-mail: ijimt@ejournal.net
IJIMT 2012 Vol.3(4): 315-320 ISSN: 2010-0248
DOI: 10.7763/IJIMT.2012.V3.246

An Empirical Study for Revealing Online Shoppers’ Behavioral Reactions to Latent Pricing Mistakes

Shueh-Cheng Hu and I-Ching Chen
Abstract—Online merchants mistakenly tag ultra-low prices on their products or services from time to time. It is difficult to completely avoid such kind of mistakes that usually result in monetary loss and other negative consequences. Fortunately, pricing mistakes in online stores could be revealed through tracking shoppers' abnormal reactions. Thus, in order to disclose latent pricing mistakes within their storefronts, online merchants must learn how shoppers respond to these pricing mistakes. Due to the significance of the issue and the lack of corresponding resolutions, the present work conducted an empirical investigation of online shoppers’ behavioural responses when they encounter ultra-low price tags. The research findings not just profile how general online shoppers would respond under the particular circumstance, the implications also induce a set of data indicators that can practically aid online merchants in disclosing those adverse mistakes promptly.

Index Terms— online merchant, pricing mistake, price sensitivity, shopper's behavior.


S-C Hu is with the Department of Computer Science and Communication Engineering at Providence University, Taichung city, Taiwan 43301, ROC e-mail:schu@pu.edu.tw).

I-C Chen is with the Department of Information Management at ChungChou University of Science and Technology, Yuanlin, ChangHua county, Taiwan 51003, ROC (e-mail:jine@dragon.ccut.edu.tw).



Cite: Shueh-Cheng Hu and I-Ching Chen, "An Empirical Study for Revealing Online Shoppers’ Behavioral Reactions to Latent Pricing Mistakes," International Journal of Innovation, Management and Technology vol. 3, no. 4, pp. 315-320, 2012.

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