Consumer Reactions to Drip Pricing: The Moderating Effect of Price Fairness in the Sharing Economy Accommodation

IF 3.4 4区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Emi Moriuchi, Samantha Murdy
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Abstract

With the growth of the sharing economy, consumers are price-shopping for their travel plans. Drip pricing is a concept practiced in specific service industries but is understudied in the sharing economy. This study aims to examine the effect of pricing presentation on consumer’s intention to stay at an accommodation in a sharing economy context. Two studies were conducted. Study 1 tests the research framework and the effect of drip pricing versus partitioned pricing. Study 2 investigates the effect of perceived price fairness. Consistent in all two studies, consumers prefer partitioned pricing over drip pricing in the sharing economy context. Perceived price fairness moderates the hypothesized relationships, suggesting this moderating factor can be used to overcome the provider-imposed pricing presentations and attenuate the negative effect it has on staying intentions. The findings in this study help sharing economy hosts to better understand how to overcome the dictated pricing presentations on the platform. Based on the results, the pricing of the service fee is an important factor to ensure that customers will book their stay. This research advances the investigation of pricing presentation in a sharing economy context. A new moderator perceived fairness was identified as a strong moderator for consumers to stay in a sharing economy.
消费者对滴滴定价的反应:共享经济住宿中价格公平性的调节作用
随着共享经济的发展,消费者正在为自己的旅行计划进行价格购物。滴灌定价是一个在特定服务行业中实行的概念,但在共享经济中却鲜有研究。本研究旨在探讨在共享经济背景下,价格介绍对消费者住宿意向的影响。共进行了两项研究。研究 1 检验了研究框架以及滴水定价与分区定价的效果。研究 2 调查了感知价格公平性的影响。两项研究结果一致,在共享经济背景下,消费者更喜欢分区定价,而不是滴水定价。感知到的价格公平性调节了假设关系,表明这一调节因素可用于克服提供商强加的定价介绍,并减轻其对停留意向的负面影响。本研究的结果有助于共享经济的主人更好地理解如何克服平台上的定价暗示。根据研究结果,服务费的定价是确保顾客预订住宿的重要因素。这项研究推动了对共享经济背景下定价演示的调查。一项新的调节因素 "感知公平性 "被认为是消费者入住共享经济平台的有力调节因素。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.50
自引率
2.90%
发文量
17
期刊介绍: Cornell Hospitality Quarterly (CQ) publishes research in all business disciplines that contribute to management practice in the hospitality and tourism industries. Like the hospitality industry itself, the editorial content of CQ is broad, including topics in strategic management, consumer behavior, marketing, financial management, real-estate, accounting, operations management, planning and design, human resources management, applied economics, information technology, international development, communications, travel and tourism, and more general management. The audience is academics, hospitality managers, developers, consultants, investors, and students.
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