Research plan development concerning e-image impact towards online purchase intention and premium pricing strategies in Indonesia community based online market

摘要

The Gregg and Walczak definition about e-image has been inspired us to examine their theoretical model in a different digital marketplace environment. As a novelty, we introduced the Real-Time Support Assistance (RTOSA) concept as a supplementary moderating variable. This paper constitutes hypothetical development about the proposed RTOSA and contains a brief description of Indonesia largest online community forum that projected as our online experimental research dioramas. This proposed research aims to explore the e-image effect towards consumer willingness to do the online transaction and the seller capability to adjust pricing premium moderated by RTOSA and also product type differences. Six hypotheses were modeled in this research proposal. The future results of this research are expected to be a significant contribution towards society, business, and science.