Abstract
This research aims to understand how price influences online consumer decision-making and how the Internet influences price when purchasing tourism products through websites in Taiwan. In-depth company and consumer interviews were carried out to gain insights into customer perceptions of price. Companies such as travel agencies, computer reservation systems, hotel reservation systems and academics are embedded in this study in order to capture a holistic picture. The results indicate that the Internet facilitates purchase price consistency within the travel agency; however, there is no guarantee that consumers will definitely obtain the best offer when shopping online. In addition, price seems to be an integral element that appears more than once in the entire decision-making process. Price is not only the first, but also the last element in the decision-making process.
