Description:
<jats:sec><jats:title content-type="abstract-heading">Purpose</jats:title><jats:p>To determine the impact of price on consumer decision making in online environments.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Design/methodology/approach</jats:title><jats:p>Uses a conjoint experiment to investigate the trade‐offs customers make when choosing and to establish their relative weights in online and offline situations.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Findings</jats:title><jats:p>Finds that customers expect prices to be lower in an online environment than in a traditional sales channel.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Research limitations/implications</jats:title><jats:p>Despite acknowledged limitations of experimental design and student samples, the findings have both theoretical and practical implications.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Practical implications</jats:title><jats:p>Marketing planners can use the intelligence gained from conjoint studies such as this to improve the design and implementation of online retail experiences.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Originality/value</jats:title><jats:p>Compares online and offline shopping environments with specific regard to the importance of price in each in the consumer decision‐making processes, a hitherto overlooked issue in marketing research.</jats:p></jats:sec>