竞争零售商的统一定价是否公平?

IF 8.6 2区 管理学 Q1 BUSINESS
Phoebe Wong, Markus Vanharanta, Peggy M. L. Ng, Tony Wong
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引用次数: 0

摘要

尽管价格垄断对消费者福祉产生了巨大的负面经济影响,但在消费者研究中,价格垄断仍是一个基本未被探索的领域。以往的研究表明,消费者认为同一产品的不同价格是不公平的。然而,我们的研究结果却反直觉地表明,消费者也可能认为统一价格是不公平的。两项实验研究考察了价格统一性(统一/不统一)和随时间变化的价格模式(增加/不变)对价格不公平感和第三方投诉意向的影响。研究结果表明,当零售商同时提高统一价格时,消费者会认为价格不公平。零售商的这种定价策略增加了消费者向有关部门举报涉嫌操纵价格活动(即第三方举报)的意向。根据研究结果,讨论了对营销实践和加强公共政策的策略的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Is uniform pricing by competing retailers perceived as fair?

Despite the enormous negative economic influence on consumer well-being, price-fixing remains a largely unexplored area in consumer research. Previous research showed that consumers perceive different prices for the same product as unfair. However, our findings counterintuitively indicate that consumers may also perceive uniform prices as unfair. Two experimental studies examined the effect of price uniformity (uniform/nonuniform) and price patterns over time (increase/no change) on the perception of price unfairness and third-party complaint intention. The findings show that consumers perceive prices as unfair when retailers increase a uniform price simultaneously. This pricing strategy by retailers increases consumers' intention to report suspected price-fixing activities to authorities, that is, third-party reporting. Based on the findings, implications for marketing practices and tactics to enhance public policy are discussed.

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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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