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Network Consumers’ Reference Price Formation Analysis

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DOI: 10.4236/ojbm.2018.63053    405 Downloads   830 Views Citations


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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Lin, H. (2018) Network Consumers’ Reference Price Formation Analysis. Open Journal of Business and Management, 6, 696-706. doi: 10.4236/ojbm.2018.63053.

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