Price plays a dominant role in online customers' WTP, i.e. willingness to pay (Wu and Ayala, 2013). Compared with traditional sales, online customer uncertainty is more obvious, due to customer psychology of returning to risk. It has been definitively indicated that buyers believe that price is proportional to the risk of consumption (Wu and Ayala, 2013). Due to the lack of access to sufficient information about products, especially quality, customers always tend to choose products with a lower price, which is the only factor they can compare between different online retailers. Therefore, most customers maintain a positive mindset towards the price war, due to lower costs, which is the original motivation for online retailers to start a pricing policy