Jung, Kwon Cho, Yoon Cheong Lee, Sun 2018-12-06T04:42:59Z 2017-12-29 2014-10 0148-2963 https://archives.kdischool.ac.kr/handle/11125/28599 Customers' perceptions of price differ in the online environment due to the presence of price comparison sites. The purpose of this study is to examine how price comparison sites affect price and value perceptions of online shoppers across different product types and price consciousness levels of online shoppers. The results of the study indicate that the price information provided by an online price comparison site influences online shoppers' perceptions of internal reference prices. However, the influence of a price comparison site on value perception differs according to product type. As evidenced by the significant interaction effect between product type and price comparison site information, the presence of price comparison sites increases both transaction and acquisition value perceptions for the non-look-and-feel product category (e.g., notebook computers), but not for the look-and-feel product category (e.g., jeans). Contrary to the expectation, online shoppers' price consciousness influences their price and value perceptions independently of price comparison site information. (C) 2014 Elsevier Inc. All rights reserved. English Elsevier BV Online Shoppers' Response to Price Comparison Sites Article Journal of Business Research, vol. 67, no. 10, pp. 2079-2087 1 N 000340220100005 2087 10 2079 Journal of Business Research 67 Jung, Kwon Cho, Yoon Cheong 10.1016/j.jbusres.2014.04.016 2-s2.0-84904120549 Article EXPECTATIONS COMPETITION INTENTIONS BRAND-NAME INTERNET PERCEPTIONS BEHAVIOR SEARCH CHOICE CONSCIOUSNESS Price comparison site Product type Price consciousness Price and value perceptions