How Web Contents Influence The Consumer Price Sensitivity In Online Supermarkets Across Several Product Categories

Speaking of e-shopping, the people's first impression is usually low prices online. Yet the prices online would really lower than, at least would not be higher than traditional market. However, as to network enterprise, the price is the only means that the marketing mix can bring the direct profit to enterprises, therefore managers try their best to raise prices and obtain more profits. How to reduce the consumer's price sensitivity is one of the important problems that managers are concerning about.This research is based on the literature review of price online; an empirical method is used to analyze the factors influencing consumer's price sensitivity. We have probed to know how web contents influence the consumer's price sensitivity in online supermarkets among three product categories when compared and analyzed the influence factors of three different kinds of products. The result of study is testified that the factor influencing price sensitivity has nothing in common with each other for the different kinds of products. Managers can reduce consumer's price sensitivity by offering different web contents.The paper has five parts:Chapter one introduces the research background, research motive and research procedure of this text briefly.Chapter two reviews the theory of price, including the domestic and international scholar comparing the price level online, price dispersion, traditional market factor influencing consumer's price sensitivity and online market factor influencing consumer's price sensitivity.Chapter three devises the research proceed; brings forward the research frame, and research hypothesizes; chooses the measurement, products and samples investigating; designs the scale and questionnaire; introduces the statistic analysis methods of the paper.Chapter four analyzes the samples collected, mainly uses analysis of variance, and multiple liner regression analysis; at last three kinds of different kinds of products are tested separately.Chapter five analyzes and discusses the results of this research, proposes enlightenments in the marketing practice according to research conclusion, and points out the limitation of this research and future research direction finally.