弱势群体
价格歧视
电子商务
微观经济学
定价策略
感知
经济
定价
营销
动态定价
行为经济学
消费者行为
个性化
广告
业务
心理学
计算机科学
神经科学
万维网
经济增长
作者
Gerrit Hufnagel,Manfred Schwaiger,Louisa Weritz
标识
DOI:10.1016/j.jbusres.2021.10.002
摘要
This paper presents an empirical analysis of propositions concerning the consequences of price (un)fairness perceptions in personalized pricing based on individual consumer characteristics or customers’ previous purchase behavior. In three online experiments, we analyze consequences of personalized pricing for price-favored and price-disadvantaged customers in an e-commerce setting. Results reveal negative attitudinal and behavioral reactions to personalized pricing for both disadvantaged and even favored customers, mediated by price fairness perceptions. Respondents’ aversion to personalized pricing is confirmed by a second study applying a within-subject design. In addition, we evaluate consumers’ responses to various levels of information sensitivity in personalized pricing mechanisms and find that consumers generally refuse personalized pricing approaches regardless of the underlying personal data1.
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