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Prefer cheap or expensive products? Shopping stage matters

Authors :
Wanshu Niu
Wuke Zhang
Mingliang Chen
Minghua Han
Source :
Frontiers in Psychology, Vol 15 (2024)
Publication Year :
2024
Publisher :
Frontiers Media S.A., 2024.

Abstract

E-commerce platforms generally provide consumers with the function of virtual shopping carts to help them store interested products. Although about 80% of online consumers intends to purchase after adding products to their shopping cart, the abandonment rate of cart products has been up to 70%. It is important to understand how to improve consumer attitude toward product both before and after cart use. Building on the relevant literature and the consumer shopping goal stages theory, this study aims to examine the effects of product price, as one of the most indispensable and important information in online shopping, on consumer attitudes toward product at different decision-making stages in online shopping (i.e., add-to-cart stage and place-an-order stage), and the mediating roles of perceived product quality and monetary sacrifice. The findings from behavioral experiment suggest that high price leads to a more positive attitude toward product at add-to-cart stage by strengthened perception of high product quality, while results in a less positive product attitude at place-an-order stage because of the enhanced perception of monetary sacrifice. Both theoretical contributions and practical implications are discussed.

Details

Language :
English
ISSN :
16641078
Volume :
15
Database :
Directory of Open Access Journals
Journal :
Frontiers in Psychology
Publication Type :
Academic Journal
Accession number :
edsdoj.40f5432185ee4e0099f735dc4f856d58
Document Type :
article
Full Text :
https://doi.org/10.3389/fpsyg.2024.1418082