Title

Understanding Customers' Intention to Seek for a Better Deal in Electronic Marketplace: The Role of Tolerance for Sacrifice Gap

Authors

Pingjun Jiang, La Salle UniversityFollow

Document Type

Article

Publication Date

10-17-2008

Abstract

Online consumers make frequent use of the Internet to search for product and price information. In this study, an online model is proposed and empirically tested in investigating the role of tolerance for sacrifice gap in understanding customers' intention to seek for a better deal. Data was collected through an online survey. Structural equation modeling was employed to test hypotheses. The results show that tolerance for sacrifice gap was not only a strong predictor of intention for continuing search but also itself being related to consumer product knowledge, perceived control, and consumer product involvement. Direct relationship between another construct “perceived reduction in sacrifice gap” and “intention to seek for a better deal” was also found. Theoretical and managerial implications are discussed.

Language

English

Comments

This article is the authors' final published version in Journal of Internet Commerce, Volume 2, Issue 3, 2003, Pages 39-63.

The published version is available at https://doi.org/10.1300/J179v02n03_05. Copyright © Informa UK Limited

Recommended Citation

Jiang, Pingjun, "Understanding Customers' Intention to Seek for a Better Deal in Electronic Marketplace: The Role of Tolerance for Sacrifice Gap" (2008). Department of Marketing Faculty Work. 7.
https://digitalcommons.lasalle.edu/marketing_faculty/7

DOI

https://doi.org/10.1300/J179v02n03_05