Usage of mobile price comparison sites at the point of sale and its influence on consumers' shopping behaviour

Abstract

This research investigates the influence on purchase decisions of the reference prices given by an Internet site providing comparison prices, which could be accessed by shoppers at the point of sale via a mobile device. We manipulated the reference prices given on the mobile device such that one group of shoppers was shown on-line prices that were slightly higher than those in the shop, another group was shown prices that were slightly lower, and a third group was shown prices that were clearly lower. The research reveals that consumers recognise differences in price. Furthermore, these differences influence their evaluation of the shop's price competence, their trust in the shop and their patronage of it. The findings have serious implications for retailers.

Keywords:

• mobile business
• consumer behaviour
• price comparison
• reference prices
• on-line shopping