Consumer's Reaction to Partitioned Price and the Moderating Role of Perceived Benefit

• Main Authors: Chen Wei-Cheng, 陳偉政
• Other Authors: Fang Wen-Chang
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/09975770588474785923

碩士 === 國立臺北大學 === 企業管理學系 === 97 === The total price of a product or service is usually partitioned into two or more mandatory components that the consumers have to purchase together. Nowadays, firms often use partitioned price as their pricing strategy to increase seller’s benefit. Research on partitioned pricing suggests that separating the price makes the partitioned components more salient than when the prices are not partitioned. Whereas previous research has examined the case with base price and surcharge and investigated the effect of partitioned prices containing a variable number of price components, this article focuses on one product consist of two price components (focal and nonfocal component) of partitioned price and examine the moderating role of perceived benefit. In study 1, we show that consumer’s reactions to different partitioned pricing of nonfocal component. Characteristics of the nonfocal component attributes such as perceived benefit can therefore determine whether partitioned price stimulates demand. Secondary we conduct Study 2 and study 3 to examine the moderating role of perceived benefit and how it influences consumer’s perception. The result indicates that consumers prefer partitions in which they pay a lower price for the nonfocal component. The result also shows that perceived benefit will moderate consumers’ purchase intention. Consequently, when considering different partitions of the same total price, consumers prefer partitions in which the low-benefit component is lower and the price of the high-benefit component is higher.