How do online price affect consumer purchase: A moderated mediation model

In order to understand how low price affect consumer purchases in China E-Business Market, this study constructs a mediation model that covers online price, perceived quality, and consumer purchase intention through empirical approaches, and discusses the moderating effect of brand awareness on this model. This study takes fast-moving consumer goods as an example to analyze the collected 241 online questionnaires using the AMOS and PROCESS program. The results show that the online price negatively predicts the purchase intention, and the perceived quality plays a mediating effect between the online price and the purchase intention. (1) In the case of high brand awareness, online price positively predicts the perceived quality, which in turn increases the purchase intention and reduces the negative predictive effect of online price on purchase intention. Conversely, in the case of low brand awareness, the online price has no significant effect on the perceived quality. (2) Compared with the brand with high brand awareness, perceived quality has a more pronounced predictive effect on the purchase intention of the brand with low brand awareness. © 2019 Association for Computing Machinery.