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Network Consumers’ Reference Price Formation Analysis

DOI: 10.4236/ojbm.2018.63053, PP. 696-706

Keywords: Reference Price, Information Search, Online Shopping, E-Commerce

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Abstract:

In this paper, based on the previous literature on reference prices, the definition, forms of expression and related theories and analysis of reference prices are summarized. Based on this analysis, it is concluded that the reference price formation of online consumers is related to their information search behavior. Finally, E-commerce companies make suggestions for online promotions.

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