The Influence of Online Start Price Presentation System on End Price and Price Fairness Perceptions

• Main Authors: Chen-Yi Hou, 侯辰易
• Other Authors: Rong-Da Liang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/76631780855375212038

碩士 === 國立澎湖科技大學 === 服務業經營管理研究所 === 99 === The main purpose of this study is to examine the impacts of number of bidders, starting prices, promotions on end prices and to investigate price fairness perceptions between winning bidders and losing bidders. This study is a 2x2-factor study that has 4 experiment groups, and is practiced with careful steps, among which the hotel coupon are experiment products. The result of the study indicates that number of bidders, starting prices and promotions bring different influences to the end prices. The conclusion of this study is as follows: 1. In high starting price situation, number of bidders and end prices have significant positive relationship. In low starting price situation, number of bidders and end prices do not have significant positive relationship. 2. Different sets of starting prices have significant difference on end prices. 3. In high starting price situation, different sets of promotions do have significant difference on end price. In low starting price situation, the different set of promotions do not have significant difference on end prices. 4. The perception of price fairness between winning bidders and losing bidders have significant differences.