When buying on-line, does price really matter?

We studied how consumers make decisions about purchasing airline tickets on-line. The results suggest trends in how decisions are made to purchase products with multiple decision parameters. We found thatprice matters in that parameters ranked as more important than price are hard requirements whereas parameters ranked as less important than price are only preferences. These results have implications for the design of on-line shopping agents. Copyright © 2012 ACM, Inc.