Determinant Factors of Perceived Price Fairness

• Main Authors: Chi-Yuan Chu, 朱啟元
• Other Authors: Cheng-Hsui Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/15184249780645033699

碩士 === 雲林科技大學 === 企業管理系碩士班 === 97 === Price-hiking is a common situation we will meet in daily lilfe, and recently price hiking on commodity reveals no signal of letup but remains its momentum. Unlike price-hiking on commodity, price-hiking on laptop seldom comes to consumers’ mind because maturity on technology and manufacturing process generally will reduce the price. But under the trend of price hiking on material, laptop manufacturer are facing dilemma of whether should the price raise or not. Under the pressure of proceeding price-hiking on laptop, manipulating the perception on price fairness is the topic of this study. This study will probe into the influence of “consumer product knowledge,” “product attributes promotion,”“pricing-hiking message resource,”and “price-hiking reason from manufacturer”on consumer perceived price unfairness. Researcher takes laptop as research vehicle and takes graduate student and undergraduate of National Yunlin University of Science and Technology as study object with convenient sampling. The effective samples are 410 and are proceeded ANOVA analysis by SPSS software to examine the hypothesis. The result shows that announcing price-hiking message through nonhuman will lead to higher perceived price fairness for high product knowledge consumers; And if the price-hiking message is announced along with product attributes promotion, the perceived price fairness will be higher. Furthermore if consumers are informed that the reason of product price-hiking is controlled by manufacturers, consumers will get higher perceived price fairness, compared with situation that the reason is not told or uncontrollable by manufacturer. In addition, announcing price-hiking by human will get higher perceived price fairness than nonhuman.