scholarly journals Impact of Consumer Behavior Pertaining to Personalization of Price in an E-Commerce Context

2021 ◽  
Vol 14 (28) ◽  
pp. 107-123
Author(s):  
Jensolin Abitha Kumari J ◽  
◽  
Preeti R. GOTMARE ◽  
Keyword(s):  
Willingness To Pay ◽  
Dynamic Pricing ◽  
Customer Value ◽  
Recommendation System ◽  
Product Knowledge ◽  
Price Fairness ◽  
Online Store ◽  
Mediating Role ◽  
Online Stores

The study focuses on developing a conceptual model to explore the factors influencing consumers' judgments in the decision-making process with a prime focus on personalized dynamic pricing (PDP). The study explored the judgmental impact of PDP on customer willingness to pay and mediating role of stickiness to the online store on PDP fairness and customer willingness to pay. The data was collected using a structured questionnaire administered among 256 students at a large university in India. SEM using AMOS software was used to analyze data. Price perception, involvement, product knowledge, and recommendation system positively impact price fairness of PDP, directly and indirectly influencing customer willingness to pay. Results also showed that stickiness to online stores fully mediates the relationship between price fairness of PDP and customer willingness to pay. Theoretically, the study contributes to pricing and marketing literature by identifying the antecedents of price fairness of PDP. For practitioners, this study signifies the importance of a robust recommendation system to stand out from the competition and provide deals to satisfy consumers. Specifically, the results emphasize the need to focus on stickiness to an online store to track consumer characteristics and customer value

The effects of online store informativeness and entertainment on consumers’ approach behaviors

2019 ◽  
Vol 32 (6) ◽  
pp. 1327-1342
Author(s):  
Ruijuan Wu ◽  
Guiduo Wang ◽  
Li Yan
Keyword(s):  
Online Store ◽  
Content Type ◽  
Mediating Role ◽  
Hedonic Value ◽  
Shopping Experience ◽  
Approach Behaviors ◽  
Online Shoppers ◽  
Online Stores ◽  
The Relationship

Purpose The purpose of this paper is to examine how informativeness and entertainment, two important online store characteristics, influence consumers’ approach behaviors. The current research also investigates the mechanism and boundary condition behind these relationships. Design/methodology/approach The study proposed a conceptual framework that included five variables to understand consumers’ approach behaviors toward online stores. By surveying 307 Chinese online shoppers using a comprehensive questionnaire, the authors collected data that were then used to test the hypotheses. Data were examined using regression analysis. Findings The results showed that online store informativeness and entertainment significantly affected consumers’ approach behaviors. In the relationship between these two online store characteristics and consumers’ approach behaviors, pleasure played a mediating role. Hedonic value moderated the effect of informativeness on consumers’ approach behaviors. However, the moderating role of hedonic value was not significant in the relationship between entertainment and consumers’ approach behaviors. Originality/value The present study supplements the research on online store characteristics based on the perception of overall online store environmental cues. This paper also examines the online shopping experience of consumers in emerging markets like China.

The Effect of Prestige Sensitivity on Price Acceptance in Vietnam’s Mobile Phone Market

2018 ◽  
pp. 97-112
Author(s):  
Huyen Thi Nguyen ◽  
Ngoc Minh Nguyen
Keyword(s):  
Mobile Phone ◽  
Mobile Phones ◽  
Structural Equation ◽  
Sampling Method ◽  
Product Knowledge ◽  
Mediating Role ◽  
Modelling Method ◽  
Equation Modelling ◽  
Convenience Sampling

The purpose of this study is to examine the effect of prestige sensitivity on mobile phone customer’s price acceptance in Vietnam and the mediating role of product knowledge and price mavenism on this relationship. We used the convenience sampling method for data collection via questionnaires with a sample of 605 consumers who purchased mobile phones. The collected data was analysed by applying a structural equation modelling method. The result indicates that prestige sensitivity has both direct and indirect effects on price acceptance via product knowledge and price mavenism. The findings suggest that prestige sensitivity can be used as a market segmentation criterion for mobile phones when making price decisions and providing customers with adequate information could improve price acceptance.

Psychological influences on customer willingness to pay and choice in automated retail settings

2014 ◽  
Vol 29 (3/4) ◽  
pp. 237-260 ◽  
Author(s):  
Ashutosh Dixit ◽  
Kenneth D. Hall ◽  
Sujay Dutta
Keyword(s):  
Willingness To Pay ◽  
Dynamic Pricing ◽  
Price Change ◽  
Price Fairness ◽  
Content Type ◽  
Theoretical Contribution ◽  
Perceived Price ◽  
Quasi Experimental ◽  
Small Increments ◽  
Perceived Price Fairness

Purpose – The purpose of this paper is to investigate the influence of price attribute framing and factors such as urgency and perceived price fairness on customer willingness to pay (WTP) in automated retail settings. Design/methodology/approach – The authors conducted two sets of quasi-experimental scenarios surrounding vending-machine purchase decisions. The first set was analyzed with MANOVA, the second set with choice-based conjoint (CBC) analysis. Findings – When prices are framed positively (as a discount), customer WTP is higher at high published price levels than it is for unframed or negatively framed prices. The effect on WTP holds whether the reference price range is broad (few large increments) or narrow (numerous small increments). In the CBC scenarios, immediate availability of the product was most influential on choice, followed by price and brand effects. These findings held under conditions invoking both urgency and price fairness. Providing an explanation for higher prices increases perceived price fairness. Research limitations/implications – Further study might assess the presence or absence of interaction effects in the conjoint scenarios. Practical implications – Managers should consider transparency in dynamic pricing, particularly when the price change is outside the control of the firm. The conjoint scenario results also offer evidence that dynamic pricing will not impact other marketing-mix decisions for fast-moving consumer goods (FMCG) dramatically (availability at point of purchase and presence in the consumer consideration set remain strong influences on choice). Social implications – Understanding these effects on WTP could help managers manage perceptions of unfairness and optimize WTP. Originality/value – A theoretical contribution from this study is that the immediate loss/gain consideration under theories of decision making under uncertainty outweigh considerations such as scarcity urgency or perceived unfairness. Use of conjoint analysis in WTP research, study of dynamic pricing in FMCG setting.

scholarly journals Investigating Influence of Trust on Repurchasing by Mediating Role of Customer Satisfaction in Online Stores

2016 ◽  
Vol 10 (6) ◽  
pp. 126
Author(s):  
Abolfazl Akhondi ◽  
Azar Kafashpor
Keyword(s):  
Customer Satisfaction ◽  
Significant Influence ◽  
Direct Influence ◽  
Factors Affecting ◽  
Mediating Role ◽  
Cronbach's Alpha ◽  
Indirect Influence ◽  
Online Stores ◽  
Development Center

Analyzing and investigating factors affecting trust and satisfaction creation and providing condition for creating these factors by online stores help them to perceive customers’ needs and lead to increasing loyalty level, intention for repurchasing and improving profitability level. Therefore, this paper investigates influence of trust on repurchasing by mediating role of customer satisfaction. Population of this paper were customers of online stores which have 2-star electronic trust symbol on the base of E-trade development center (Note 1) ranking and had shopping more than once. Data were gathered from 267 samples of customers by availability method and questionnaire tool and its reliability was confirmed by Cronbach's alpha with 82%. Considering analyzing data by SEM on LIZERAL software, findings show that trust has positive and significant influence on repurchasing and indirect influence of trust on repurchasing by mediating role of customers satisfaction is more than its direct influence which confirms mediating role of customers’ satisfaction.

scholarly journals The relationship between online sale and customer value co-creation: The mediating role of e-satisfaction and e-trust

2021 ◽  
pp. 97-106 ◽  
Author(s):  
Tariq Khairo Issa Al Daabseh ◽  
Ahmad Aljarah
Keyword(s):  
Structural Equation Modeling ◽  
Customer Value ◽  
Structural Equation ◽  
Equation Modeling ◽  
Online Transactions ◽  
Mediating Role ◽  
Online Purchases ◽  
Online Sales ◽  
The Relationship

The aim of this research is to identify the relationship between online sale and customer value co-creation. In addition, to identify the mediating role of E-Satisfaction and E-Trust in the relationship between the online sale and customer value co-creation. This study selected a sample of 364 customers who shopped from the Modanisa website in Jordan, and a structural equation modeling (SEM) approach was applied in this study to suit the nature of the study and to achieve the desired goals. This approach is based on showing the variables' relationship with each other. In this study, the relationship between online sale and customer value co-creation was influenced by E-trust and E-satisfaction. As per the results have indicated the foregoing, the analysis exhibited a favorable relation between them. E-trust impacts online sale and customer value relationship CO-creation, E-satisfaction affects the connection between the customer and online sales value. In addition, this study proves that online transactions contribute to the CO-creation of customer value for Modanisa. The customer value of CO-creation is, however, influenced by online purchases by E-trust and E-satisfaction in the Modanisa site. The findings of the study show that consumers with the higher online sale are far more committed to rising customer value by enhancing E-trust and E-satisfaction.

scholarly journals FLOW EXPERIENCE AND CONSUMERS’ WILLINGNESS TO PAY IN ONLINE MASS CUSTOMIZATION PROCESSES

2022 ◽  
Vol 12 (1) ◽  
pp. 0-0
Keyword(s):  
Willingness To Pay ◽  
Product Design ◽  
Direct Effect ◽  
Indirect Effect ◽  
Mass Customization ◽  
Perceived Value ◽  
Flow Experience ◽  
Mediating Role ◽  
Design Experience

This research aims to identify the effects of perceived product value and flow experience during product design on willingness to pay (WTP) and purchase probability in online mass customization. The participants were asked to design shoes to their taste in a custom shoe website. After the design experience, the participants were asked to complete the questionnaire. The analyses suggest that flow experience has a direct effect on consumers’ WTP and an indirect effect on purchase probability through the mediating role of perceived value of mass customized products. Furthermore, perceived value of a mass customized product has a significant effect on purchase probability and no effect on WTP found in the analyses.

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