How do consumers choose sellers in E-marketplaces?: The role of display price and sellers’ review volume

Abstract

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast. Results of two studies, including an eye-tracking study, show that participants more likely would purchase at the display price from sellers with high review volume. Participants favored buying from high-display-price sellers with high review volume, versus low-display-price sellers with low review volume. This suggests that the display price should be from a seller with relatively higher review volume and emphasizes the importance of review volumes to sellers.