This thesis examines whether the influence of reference price discrepancy on consumer post-purchase satisfaction depends on the type of price discrepancy. Based on Bolton, Warlop, and Alba's (2003) transaction space framework, this thesis proposes that the influence of reference price discrepancy on satisfaction can be classified into three types: across-time price discrepancy, across-consumer price discrepancy, and across-firm price discrepancy. The thesis proposes and tests a satisfaction model that incorporates types of reference price discrepancy, based on perceived fairness, retrospective regret, and disappointment in six experiments. Experiment 1 identifies a negative relationship between perceived fairness of a situation and retrospective regret, independent of the outcomes of comparable others. The findings in experiment 1 are replicated in another context in experiment 2. The findings are generalized beyond price as an attribute into performance in experiment 3. The findings suggest that self-blame mediates the negative relationship between fairness and regret, supporting a just-world explanation. Experiment 4 demonstrates that the influences of reference price discrepancies on perceived fairness, retrospective regret, and disappointment are type-dependent. Experiment 5 provides explanations to as why the influences of reference price discrepancy on fairness, regret, and disappointment are type-dependent. The finding suggests that satisfaction models examining only one antecedent of satisfaction and models without considering retrospective regret have reduced goodness of fit indices and have inflated estimators than the proposed and other alternative models. Finally, experiment 6 demonstrates how mixed reference price information can be separated into its components. This method allows future research to incorporate multidimensional reference price information in research following a generalized utility model. The findings of this thesis have implications for satisfaction modeling, reference price typology, and differential pricing practice. This thesis sends a simple and direct message to marketing practitioners that fairness is the most important antecedent of satisfaction. / Tang, Tzu Lung Felix. / Adviser: Jian-min Jamie Jia. / Source: Dissertation Abstracts International, Volume: 70-06, Section: A, page: 2148. / Thesis (Ph.D.)--Chinese University of Hong Kong, 2008. / Includes bibliographical references (leaves 141-154). / Electronic reproduction. Hong Kong : Chinese University of Hong Kong, [2012] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Electronic reproduction. [Ann Arbor, MI] : ProQuest Information and Learning, [200-] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Electronic reproduction. Ann Arbor, MI : ProQuest dissertations and theses, [201-] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Abstracts in English and Chinese. / School code: 1307.
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_344331 |
| Date | January 2008 |
| Contributors | Tang, Tzu Lung Felix., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Source Sets | The Chinese University of Hong Kong |
| Language | English, Chinese |
| Detected Language | English |
| Type | Text, theses |
| Format | electronic resource, microform, microfiche, 1 online resource (173 leaves : ill.) |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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