Title page for etd-0730107-103004


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URN etd-0730107-103004
Author Jou-Tung Chou
Author's Email Address No Public.
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Department Business Management
Year 2006
Semester 2
Degree Master
Type of Document
Language English
Title The Influence of Price Discrimination on Consumers’ Perceived Unfairness and Purchase Intention
Date of Defense 2007-06-16
Page Count 32
Keyword
  • discount framing
  • discount depth
  • price discrimination
  • fairness
  • Abstract Price discrimination has been widely discussed in economics. Scholars have discussed perceived fairness in the direct exchange perspective, sellers and buyers. However, there are few studies related price discrimination and its impact on consumers’ psychology. Therefore, this paper examines the influence of price discrimination on consumers’ perceived unfairness and their purchase intention as well as the effect of discount depth and discount framing in consumer’s perspective.
    Results obtained from 402 questionnaires collected in Taiwan indicate that (1) price discrimination has influence on consumers’ perceived (un)fairness; (2) discount depths moderate the impact of price discrimination on consumers’ perception of unfairness; (3) advantaged inequality has influence on consumers’ purchase intention; (4) discount framing doesn’t have influence on either consumers’ perceived unfairness or their purchase intention.
    Advisory Committee
  • Chia-Chi Cang  - chair
  • Hung-Chang Chiu - co-chair
  • Chi-Cheng Wu - advisor
  • Files
  • etd-0730107-103004.pdf
  • indicate not accessible
    Date of Submission 2007-07-30

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