Verändertes Strompreisbewusstsein von EVU-Kund*innen nach der Energiekrise: Der Einfluss der Preisdarstellung auf die Online-Kaufentscheidung bei Stromtarifen.

Abstract

The energy crisis of 2022/23 led to significant price increases in the electricity sector and brought energy costs to the forefront of both public and individual attention. As a result, the behavior of many electricity customers changed, particularly regarding their sensitivity to price differences and their willingness to engage with tariff offers. While the energy market had previously been characterized by low switching rates, limited transparency, and low price awareness, the crisis appears to have triggered a shift toward more information-driven and cost-conscious behavior. At the same time, the search for suitable tariffs increasingly moved to digital channels. Against this backdrop, energy suppliers (EVUs) face the question of how the presentation of price information affects customers' decision-making processes – especially in the context of digital contract completions. This study examines whether and how different formats of price presentation influence the purchasing decisions of EVU customers in digital environments. The starting point is a model-based purchase decision process based on Kotler, which is extended by insights from e-commerce and information behavior research. The theoretical part (Chapters 3–5) presents key influencing factors such as involvement, price awareness, framing effects, and digital competence. Based on this, assumptions are formulated regarding the relationship between price presentation, information behavior, and purchase decisions. The empirical investigation follows an exploratory approach using a web-based A/B test with 54 participants, supplemented by a standardized survey collecting sociodemographic data, information behavior, and user preferences. Two different price presentation formats (consistent vs. inconsistent) are tested to analyze their effects on perceived clarity, cognitive effort, and tariff selection. The results show that price presentation has a significant impact on decision confidence and the overall user experience. Participants rated the consistent presentation in ct/kWh as more transparent and reported lower effort during the comparison process. They were also significantly more likely to choose the more favorable tariff. In addition, female participants and households with higher annual electricity consumption more frequently selected the cheaper tariff in both test variants. It was also found that technically engaged households (e.g., those with photovoltaic systems or heat pumps) tend to research online more often and are more likely to switch providers. Previous experience with online contract completions has a reinforcing effect on future digital information-seeking behavior and decision confidence. However, frequent online research does not necessarily lead to better decisions – highlighting the importance of how information is presented. This study thus contributes to a deeper understanding of digital purchasing decisions in the energy market.

Date of Award	2025
Original language	German (Austria)
Awarding Institution	Johannes Kepler University Linz
Supervisor	Gerald Petz (Supervisor)