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The effect of computer anxiety on price value trade‐off in the on‐line environment
Author(s) -
Suri Rajneesh,
Lee Julie Anne,
Manchanda Rajesh V.,
Monroe Kent B.
Publication year - 2003
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.10085
Subject(s) - psychology , anxiety , value (mathematics) , perception , product (mathematics) , line (geometry) , quality (philosophy) , the internet , social psychology , computer science , philosophy , geometry , mathematics , epistemology , neuroscience , psychiatry , machine learning , world wide web
This research adds to the understanding of how consumers' comfort with computers influences their evaluation of prices for goods offered over the Internet. The effect of computer anxiety, under different motivational conditions, on the evaluation of price for a product in an on‐line environment was examined with the use of an experimental design. The results indicate that computer anxiety interacts with motivation to influence price perceptions, in a manner consistent with predictions derived from the process theories of attitude formation and change. Specifically, in the high‐motivation condition, subjects with a greater level of computer anxiety viewed high price as indicative of higher value than those with less computer anxiety (who evaluated the low price as better value). In the low‐motivation condition, both groups linked high price with higher perceived quality than the low price level. © 2003 Wiley Periodicals, Inc.