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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

The Influence of Price Discrimination on Consumers¡¦ Perceived Unfairness and Purchase Intention

Chou, Jou-Tung 30 July 2007 (has links)
Price discrimination has been widely discussed in economics. Scholars have discussed perceived fairness in the direct exchange perspective, sellers and buyers. However, there are few studies related price discrimination and its impact on consumers¡¦ psychology. Therefore, this paper examines the influence of price discrimination on consumers¡¦ perceived unfairness and their purchase intention as well as the effect of discount depth and discount framing in consumer¡¦s perspective. Results obtained from 402 questionnaires collected in Taiwan indicate that (1) price discrimination has influence on consumers¡¦ perceived (un)fairness; (2) discount depths moderate the impact of price discrimination on consumers¡¦ perception of unfairness; (3) advantaged inequality has influence on consumers¡¦ purchase intention; (4) discount framing doesn¡¦t have influence on either consumers¡¦ perceived unfairness or their purchase intention.

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