How does price variance among purchase channels affect consumers’ cognitive process when shopping online?

• Published in: Frontiers in psychology Vol. 13; p. 1035837
• Main Authors: Wei, Han, Xuefeng, Zhang
• Format: Journal Article
• Language: English
• Published: Frontiers Media S.A 08.11.2022
• Subjects: cognitive process; event-related potentials; price variance; Psychology; purchase channel

The rise of a flourishing online shopping market has expanded the range of purchase channels available to consumers. Meanwhile, the competition among channels has become increasingly fierce. In this study, the changes in cognitive processes caused by price variance among channels were investigated u...