Designing cognitive map of E-retailers' price image

In general, consumer perception about the price of a store is known as "price image". Due to the significant expansion of online shopping in the retail industry and changing consumer behavior, one of the concerns of E-retailers is creating a good price image. This research aims to provide a cognitive map of the E-retailers' price image. in designing a fuzzy cognitive map, first by reviewing the literature, factors that affect the price image were identified. Then through interviews with academic and industry experts, as well as E-retailers customers, the impact of the identified factors was investigated and new factors were discovered. The results of this research indicate that factors such as price perception, website perceived quality, product perceived quality, and competition in the industry have the greatest impact on the price image. Also among all the variables website perceived quality, perception of the price level, and price image of E-retailers have the highest impact capacity and centrality index, respectively.