Which is more important to customers' intention to buy books online, perceived price or trust the case of Tiki.vn

Abstract

Sale through the Internet is gaining currency and becoming more and more competitive with an ever-increasing number of online stores. Accordingly, E-vendors should understand the purchase decision-calculus of their customers to increase competitive differentiation, and hence sales. To improve sales in this increasingly competitive environment, online vendors look for various means of creating competitive differentiation, the most common of which is to offer lower prices. However, low price strategy fails on Internet as even price-sensitive customers do not always purchase from online vendors offering the lowest prices. Besides, trust is also considered as an important factor that affect purchase decision of customers. This paper explores the influence of them on customer intention to buy. The research also revealed that perceived trust has a stronger effect on customers’ purchase intention than perceived price.