The Relationship between Perceived Price Fairness, Perceived Value, and Purchase Intention of Online Discount Products -With Outdoor Glamping Products at the Center-

2021 ◽  
Vol 10 (6) ◽  
pp. 157-172
Author(s):  
Yong-Jae Han
Keyword(s):  
Purchase Intention ◽  
Perceived Value ◽  
Price Fairness ◽  
Perceived Price ◽  
Perceived Price Fairness ◽  
The Relationship

When do high prices lead to purchase intention? Testing two layers of moderation effects

2019 ◽  
Vol 31 (5) ◽  
pp. 1516-1531 ◽  
Author(s):  
Junghwa Son ◽  
Byoungho Ellie Jin
Keyword(s):  
Purchase Intention ◽  
Price Fairness ◽  
Moderating Effects ◽  
Content Type ◽  
Leisure Class ◽  
Brand Familiarity ◽  
Perceived Price ◽  
Willingness To Purchase ◽  
Perceived Price Fairness ◽  
The Relationship

Purpose Most marketing practices assume that consumers will buy when prices are low. This assumption, however, may not always hold true. Employing equity theory and Veblen’s theory of the leisure class, this study tested two moderating effects to ascertain the relationship between perceived price and purchase intention. The purpose of this paper is threefold: first, to examine the relationship between perceived price and willingness to purchase; second, to discover the effects of two moderators (perceived price fairness and vanity) on this relationship; and third, to compare how these moderating effects differ by consumers’ brand familiarity. Design/methodology/approach A total of 287 usable data sets were collected from college students in the southeastern region of the USA. Findings The findings showed no negative relationship between perceived price and willingness to purchase. Only perceived price fairness was found to moderate the perceived price–purchase intention relationship. Furthermore, the moderating effect of price fairness was only confirmed in the high brand familiarity group, while the moderating effect of vanity was only confirmed in the low brand familiarity group. Research limitations/implications Generalization of the findings is cautioned because findings may vary by demographic backgrounds. Practical implications Since purchase intention increases when price is fair even though price is high, marketers should put efforts into promoting and creating the perception of fair price of their products and brands. Originality/value This study extends price perception research by incorporating two theories (equity theory and Veblen’s theory of the leisure class) that help further elaborate the relationship between perceived price and willingness to purchase.

Exploring the synergy effect of trust with other beliefs in television shopping

2019 ◽  
Vol 58 (3) ◽  
pp. 428-447
Author(s):  
Yung-Shen Yen
Keyword(s):  
Purchase Intention ◽  
Service Providers ◽  
Purchase Behavior ◽  
Media Richness ◽  
Synergy Effect ◽  
Price Fairness ◽  
Content Type ◽  
Host Interaction ◽  
Perceived Price ◽  
Perceived Price Fairness

Purpose Television (TV) shopping has notably changed human shopping behaviors. However, despite its significant advantages, TV shopping still faces many challenges in promoting customer purchase behavior. The purpose of this paper is to explore the synergy effect of trust with other beliefs on purchase intention in TV shopping. Other beliefs, including perceived media richness, perceived price fairness, perceived convenience and perceived host interaction, were tested as the synergy factors in the proposed model. Design/methodology/approach A hierarchical moderator regression analysis was conducted, and data on the TV shopping habits of 428 customers in Taiwan were examined. Findings The findings of the study revealed that trust synergizes perceived price fairness and perceived host interaction rather than perceived media richness and perceived convenience to enhance purchase intention in TV shopping. Research limitations/implications This study confirmed the assumption that trust synergizes the beliefs (i.e. perceived price fairness and perceived host interaction) to enlarge purchase intention in TV shopping. Practical implications This study suggests that service providers need to prioritize concerns to build trust with customers to encourage purchases during TV shopping. They should also actively promote fair prices and invite famous people to serve as hosts to motivate purchases in TV shopping. Originality/value This study advances the knowledge of the trust theory and the synergy model by examining the synergy effect of trust with other beliefs in TV shopping.

scholarly journals A Conceptual Framework of Antecedents of Service Loyalty in Health Care: Patients’ Perspective

2019 ◽  
Vol 8 (1) ◽  
pp. 50-59
Author(s):  
Ajimon George ◽  
Jobin Sahadevan
Keyword(s):  
Health Care ◽  
Service Quality ◽  
Perceived Value ◽  
Hospital Management ◽  
Corporate Image ◽  
Health Care Market ◽  
Price Fairness ◽  
Patient Loyalty ◽  
Perceived Price ◽  
Perceived Price Fairness

As the health care sector in India is becoming more and more competitive, researchers and practitioners are getting increasingly interested in exploring how post-purchase behaviour of patients can be managed and high level of patient loyalty can be ensured. Patient loyalty has gained immense importance in health care service sector in India because of the drastic changes that have taken place in health care market in the last two decades. Today, the health care market is characterized by intense competition and specialization. Hospital management is increasingly recognizing the need to focus on patient loyalty as a means to achieve profitability and also to improve their competitive position. In this article, we theoretically explore the relationship of the antecedents of patient loyalty (service quality, perceived value, corporate image and perceived price fairness) and its outcomes (patients’ satisfaction and patient loyalty). The outcome of this research is a conceptualization of antecedents of patients’ loyalty in the context of health care supported by research propositions based on the existing literature. The article contributes to the existing literature a hypothesized model that permits the examination of consumer behavioural procedures with regard to service quality, perceived value, perceived price fairness, corporate image, patient satisfaction and patient loyalty. Exploring these processes through empirical studies in future will provide new insights, which will help hospital management retain existing customers and attract new customers.

scholarly journals An Examination of the Relationship between Perceived price Fairness on Customer Satisfaction and Loyalty in Kenyan Star-Rated Restaurants

2018 ◽  
Vol 6 (10) ◽  
Author(s):  
Margaret Githiri
Keyword(s):  
Customer Satisfaction ◽  
Linear Regression Analysis ◽  
Survey Study ◽  
Price Fairness ◽  
Cross Sectional Survey ◽  
Perceived Price ◽  
Perceived Price Fairness ◽  
The Relationship ◽  
Customer Satisfaction And Loyalty ◽  
Return Intention

Perceived price fairness is an important predictor of relationship quality, trust, satisfaction and loyalty of customers visiting restaurants. Although several studies on customer satisfaction and loyalty have been done, little is still known about customer satisfaction and loyalty regarding perceived price fairness in Kenyan rated restaurants. The main objective of the study was therefore to examine the relationship between perceived price fairness on customers’ satisfaction and loyalty at rated restaurants in Nairobi and Coastal region. A cross sectional survey study was used in recording the information that is present in the population. Simple random sampling method was used in selecting 345 customers used in the study. The target population included all customers visiting the selected restaurants. Structured questionnaires were used in acquiring relevant information from customers. Descriptive statistics and inferential statistics (linear regression analysis) were used in analyzing the objective. The results indicated significant relationship between perceived price with satisfaction and return intention (p< 0.05), leading to the rejection of the hypotheses.  Majority of the customers were found to be satisfied with all dimensions of perceived price which implied that satisfaction of perceived price fairness led to return intention of customers in the rated restaurants. The study suggested that the restaurant managers should improve on both perceived value and price. They should also ensure that the set prices are not more than the prices of their competitors of the same standard. Investment on staff training was also suggested.

An integrated model of price, satisfaction and loyalty: an empirical analysis in the service sector

2007 ◽  
Vol 16 (7) ◽  
pp. 459-468 ◽  
Author(s):  
David Martín‐Consuegra ◽  
Arturo Molina ◽  
Águeda Esteban
Keyword(s):  
Customer Satisfaction ◽  
Service Sector ◽  
Empirical Support ◽  
Service Industries ◽  
Price Fairness ◽  
Content Type ◽  
Perceived Price ◽  
Perceived Price Fairness ◽  
The Relationship ◽  
Customer Satisfaction And Loyalty

PurposeThe purpose of this paper is to investigate the effects of customer satisfaction both directly and indirectly (through loyalty) on price acceptance. In addition, price fairness is considered as an antecedent of customer satisfaction and loyalty.Design/methodology/approachBased on a theoretical discussion regarding the relationship among price fairness, customer satisfaction, loyalty, and price acceptance, empirical research was conducted to test the proposed relationships. Multiple‐item indicators from previous studies were employed to measure the constructs.FindingsThe results from the study provide empirical support, suggesting that perceived price fairness influences customer satisfaction and loyalty. The analysis also suggests that customer satisfaction and loyalty are two important antecedents of price acceptance.Research limitations/implicationsThe study ponders the relationship between customer satisfaction and loyalty and price acceptance, while other factors that have an influence on price acceptance are not considered.Practical implicationsThe research results suggest that perceived price fairness in service industries can be viewed as a threshold factor in order to maintain satisfied and loyal customers. Additionally, managers should consider that price acceptance depends on the level of satisfaction and loyalty.Originality/valueThe present study provides useful information on the relationship among price fairness, customer satisfaction, loyalty, and price acceptance in service industries.

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 Key Factors of Sustainability for Smartphones Based on Taiwanese Consumers’ Perceived Values

2018 ◽  
Vol 10 (12) ◽  
pp. 4446 ◽  
Author(s):  
Jui-Che Tu ◽  
Xiu-Yue Zhang ◽  
Sin-Yi Huang
Keyword(s):  
Service Quality ◽  
Purchase Intention ◽  
Perceived Value ◽  
Income Level ◽  
Demographic Variables ◽  
Key Factors ◽  
Significant Difference ◽  
Perceived Values ◽  
Perceived Price ◽  
Key Factor

The rapid growth of smartphones over recent decades has brought a large amount of e-waste as well as an increased carbon footprint. Facing severe environmental issues, sustainable development of smartphones has become a particularly important public concern. The main aim of this study was to clarify the key factor of sustainability for smartphones based on Taiwanese consumers’ perceived values. Apple’s iPhone was taken as an example. First, key factors of perception that smartphone consumers valued the most in terms of sustainable practice were extracted through a factor analysis. Second, demographic differences related to these key factors were investigated through t-test and one-way ANOVA analyses; demographic variables were gender, age, education level, occupation, and income level. The results were as follows: (1) the key factors were “recognition”, “brand advantage”, “service quality”, “usage period”, and “perceived price”; (2) there was a significant difference between genders on the key factors of perceived value (“recognition”, “brand advantage”, and “perceived price”). Specifically, females have higher perceived values of “recognition”, “brand advantage”, and “perceived price” than males; (3) there was a significant effect of income level on the key factor (“perceived price”) of perceived value. Specifically, respondents with an income level of NTD15,001–30,000 had a higher perceived value of “perceived price” than respondents earning NTD30,001–45,000. Among the five key factors, “recognition” and “brand advantage” are primary factors influencing purchase motivation; “recognition”, “brand advantage”, and “service quality” are primary factors that could influence brand loyalty; “perceived price” is the primary factor that affects purchase intention. This study contributes to the green market segmentation of smartphones. The limitations of the study relate to the size and distribution of the samples.

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