Abstract: In online shopping, product price information can exert a strong impact on the purchasing decision of consumers. Compromise context with unique changing dimension of “price” can be realized as a result of the specialty of online shopping. Compromise effect triggered by price information would not always occur; it depends on the pattern of presentation of price information, consumers’ perceived price-quality relationship and the existence of brand. In online shopping, if there are two alternatives of same-description with different prices in the original choice set, compromise effect will happen when another alternative of same-description but higher-price goes into the choice set. However, if a third lower-price alternative is added, compromise effect will not occur only if the choices are made by consumers with higher level of perceived price-quality relationship. Moreover, when the product is presented with brand (without brand), compromise effect will be restrained, because the existence of brand can ensure the quality of the product.

Key words: on-line shopping; compromise effects; price-quality relationship; brand