Why Online Consumer Accepts Premium Price: the evidence from Taobao.com

摘要

More and more people are joining online shopping, which caught increasingly attentions of researchers. In the contrary to the theory of price, the price disperse in virtual market is greater than the real market. Why consumers choose different prices upon a same product? This paper aims to answer why consumers accept various premium prices when offered the same product. By analyzing data from taobao.com, we found that the seller's buyer's comment, set-up time, sales records and collection popularity are determinants to consumer's decision-making of price. We also found personal experience of online shopping plays a moderator role in the process.