Consumers' Experiences With E -Commerce Technologies: Three Essays
Essay three explores the effect of online shipping charges on consumers' e-commerce purchase decisions. (Such purchase decisions relate in part to two of the three shared understandings: trust/control and success.) Two experiments were conducted with college students using a simulated e-commerce website. The first experiment examined how the amount of the shipping charge and the way it is framed (bundled with or separate from the merchandise price) influence the decision to purchase a CD storage unit online or at a conventional retail store. The second experiment examined the influence of framing and online merchandise return policies on purchase decisions. Relevant theory was drawn from prospect theory and mental accounting principles.
University of Illinois - Urbana-Champaign
Networked Digital Library of Theses and Dissertations
University of Illinois at Urbana-Champaign