The Effects of Online and Offline Prices On Consumer Price Fairness Perception.docx
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The Effects of Online and Offline Prices On Consumer Price Fairness Perception.docx
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TheEffectsofOnlineandOfflinePricesOnConsumerPriceFairnessPerception
网络营销学课程论文
论文题目:
TheEffectsofOnlineandOfflinePrices
OnConsumerPriceFairnessPerception
课程名称:
网络营销学
学生姓名:
学号:
院系:
班级:
任课教师:
提交时间:
2014年6月28日
成绩:
TheEffectsofOnlineandOfflinePricesOn
ConsumerPriceFairnessPerception
Abstract:
Thedifferencesbetweenonlineandofflinepricescaninfluenceconsumer’spurchasedecision.Basedonthetheories,pricefairnessperception,thisessaywillresearchontheeffectsofonlineandofflinepriceonconsumerpurchasedecisions.
Keywords:
pricefairnessperception,online,offline,price
Content
1.Background1
2.Researchcontent1
2.1ResearchProblems1
2.2ResearchMethods2
3.LiteratureReview------PriceFairness2
3.1TheConceptOfPriceFairness2
3.2FactorsThatInfluenceUnfairnessPricePerceptions3
4.QuestionnaireDesign4
5.ResultandAnalysisoftheQuestionnaire5
6.AmendmentoftheQuestionnaire12
8.Conclusion13
1.Background
Forthesameproduct,theonlinepricemaybehigher,lowerthanorthesameastheofflineprice.Usuallythepriceofclothingonlinecanbelowerthanthatoffline.Thispricedifferencemaycauseconsumerunfairnessperception.Forexample,aconsumerbuysaT-shitinthephysicalstorebutafterpurchasing,shefoundthesameT-shirtonlineatalowerprice.Thepricegapwouldaddtoherconsumerdissatisfaction.However,ifherboughttheT-shirtonlinebutfoundthesameoneinthephysicalstoreatahigherprice,itwillcertainlyaddtoherconsumersatisfaction.
Loweringthepriceisnotalwaysagoodthing.Iftheonlinepriceisonlyone-thirdoftheofflineprice.Howwouldthecustomerthinkoftheproduct?
Beforeansweringit,wehavetokeepinmindthatthepremisethataconsumerwouldbuytheproductonlineatalowerpriceisheorshethinkstheproductisofgoodquality.IftheonlinepriceofaLVishalfoftheofflinepriceandtheconsumerthinksitisreal,shewillbuyit.However,iftheconsumerthinksitisfatal,evenifthetheonlinepriceisonlyone-thirdoftheofflineprice,shewillnotconsiderbuyingit.Actually,anunreasonablelowpriceoftenmakesconsumerssuspiciousoftheproductquality.Oncetheconsumervacillatesduringthedecisionprocess,therateofplacingtheorderissharplydecreased.Therefore,howtosettheonlinepriceproperlyisofgreatimportance.
2.Researchcontent
2.1ResearchProblems
Theeffectsofonlineandofflinepricesonconsumerpricefairnessperception
2.2ResearchMethods
(1)Literaturereview
Literaturereviewcontainspricefairnessperception.
(2)Questionnaire
Atrialquestionnairewasmadeaccordingtothepreviousresearchandmyownunderstanding.Anditishandedoutinasmallscale.Amendmentofthetrialquestionnairewasmadeaccordingtothefeedbacks.Thenthefinalquestionnaireishandedoutbothonlineandoutline.Effectivequestionnaireswerecollectedfordataanalyzing.
(3)Statisticalanalyzing
2.3Researchinnovation
Researchonconsumerfairnessperceptionhasbeenmade.Butthequestionnaireisrathersimple.Thequestionsarewhethertheconsumersthinktheonlinepriceisfair,acceptable,andreasonable.Thesethreequestionscannotdiscoverconsumers’perceptionofpricefairness.
Basedonthefactorsthatinfluencepriceunfairnessperception,amoredetailedquestionnaireshouldbemadeandamorecomprehensiveresearchonconsumerpricefairnessperceptionshouldbeconducted.
3.LiteratureReview------PriceFairness
3.1TheConceptOfPriceFairness
Fairnesshasbeendefinedasajudgmentofwhetheranoutcomeand/ortheprocessandreachanoutcomearereasonable,acceptable,orjust(Xia,etal.,2004).Thepricefairnessjudgmentsinvolveacomparisonofapriceorprocedurewithapertinentstandard,reference,ornorm.
Tomakeitmoreconceptual,wemakeseveralclarificationsaboutthedefinition.First,fairnessandunfairnessmaybeconceptuallydifferentconstructs.Peopleknowwhatisunfairwhentheyseeorexperienceit,butitisdifficulttoexplainwhatisfair.Secondly,allpriceevaluations,includingfairnessassessments,arecomparative.Theperceptionsoffairnessareincludedwhenapersoncomparesanoutcomewithacomparativeother’soutcome.Third,apricefairnessjudgmentissubjectiveandusuallyisstudiedfromthebuyer’sperspective.Therefore,thejudgmenttendstobebiasedbythebuyer’sself-interest,thatis,tomaximizehisorherownoutcome.Forth,previousresearchhasconcentratedonthecognitiveaspectofunfairnessperceptions.Weproposethataffectisanimportantelementthataccompaniesthecognitionofofpriceequalityorinequality.Fifth,anunfairnessperceptionanspotentialnegativeemotionsusuallyaredirectedtowardthepartythatisperceivedashavingcausedtheunfairsituation.
3.2FactorsThatInfluenceUnfairnessPricePerceptions
Variousfactorsmayinfluenceunfairnesspriceperceptions.First,thevariablesthatspecifythecontextofthecomparativetransactions.Thepricecomparisons,whetherexplicitorimplicit,areanecessarybutnotsufficientconditionforpricefairnessperceptionstooccur.Consumersusuallydonotknoweithertheseller’scoststructure.Whenperceivedpricediscrepanciesoccur,thedegreeofsimilaritycountsinthepricefairnessjudgment.
Second,theinformationthatprovidesthereasonshowapriceissetcaninfluencethepricefairnessperception.Suchinformationcanbeproceduresorprocessesthatleadtotheprice.
Third,inaparticulartransaction,consumersmayconsiderpreviousexperiences.Forexample,ifaconsumerhadagoodexperienceinbuyingacertaingoods,hemaythinkanincreaseinthepriceofthegoodsisreasonablewithoutknowingthereasonfortheincreasingprice.
Forth,consumersmayalsorelyontheirgeneralknowledgeorbeliefsaboutseller’spracticestoadjusttheirpricefairnessperception.
Herewehaveaconceptualframeworkofpricefairness(Xia,etal.,2004).
4.QuestionnaireDesign
Basicquestionscovertheinformationincludinggender,ageandlivingstandard.
Fromwhatkindofchannel,doconsumersprefertogetthepriceinformation?
Dotheythinkthereisdifferencebetweenthepriceslearnedfromdifferentchannels?
Bywhichchannel,onlinestoreorphysicalstore,doconsumersprefertopurchaseclothes?
Whydoconsumersprefertopurchaseonlineoroffline?
Reasonsmayincludecheaperprice,betterquality,nicerservice,morechoices,convenienceofpurchasingandconvenienceofdelivery.
Howmuchdoconsumersspendeachmonthtopurchaseclothesonlineoroffline?
Howoftendoconsumersbuyingclothesonlineoroffline?
Doyouthinkthepriceofclothesonlineislowerthanthatinphysicalstore?
BecauseIcantrytheclothesinphysicalstore,evenifthepriceofflineishigherthanthepriceonline,doyouprefertopurchaseoffline?
Twoclotheswithsimilarprices,doconsumersthinktheclothessoldofflinehaveabetterqualitythantheclothessoldonline?
Forthesameclothes,evenifthepriceonlineishigherthanthepriceoffline,doconsumersprefertopurchaseonline?
Whichchannel,onlineoroffline,doconsumersthinkpromotemore?
5.ResultandAnalysisoftheQuestionnaire
1.您的性别()[单选题]
Only18effectivequestionnairewerecollected.
选项
小计
比例
A.男
5
27.78%
B.女
13
72.22%
72%ofthemarefemale,whichisquitereasonable.Sinceusuallyitisfemalewhopurchaseclothesmoreoftenbothonlineandoffline.
2.您的年龄段()[单选题]
选项
小计
比例
B.20-30
17
94.44%
C.30-40
1
5.56%
94%ofthemareagedbetween20and30.BecauseIonlysendthequestionnairetomyclassmatesandfriendswhichareallofthesameageasmine.Iamwonderingtheonefinishedmyquestionnairebutagedmorethan30.
3.您的月生活费是()[单选题]
39%ofthemspend1000-1500yuanpermonth.33%ofthemspend500-1000yuanpermonth.Mostpeoplespendlessthan1500yuanbutaround1000yuanpermonth.
4.当您需要购买服装的时候,您希望从哪种途径获得商品的价格信息?
请对以下途径进行排序:
[排序题]
选项
平均综合得分
A.网上
5.39
B.实体店
5.17
D.宣传册
3.33
C.电视广告
2.94
E.报刊
2.56
F.其他
1.61
Peopleprefertoknowthepriceinformationfromonlinefirst.Theinformationonlineischangedquicklyandconsumerscanhaveacloserandmorerealpriceofgoods.Consumersalsoprefertolearnthepriceinformationoffline.Sincefemalesoftengoshoppingoutside,theycaneasilylearnthepriceofthegoodsoffline.
5.您认为从各种途径中获得的价格信息存在差异吗?
()[单选题]
选项
小计
比例
A.存在差异
17
94.44%
B.没有差异
0
0%
C.没留意
1
5.56%
Almostallthepeoplethinkthereisdifferencebetweenthepriceslearnedfromdifferentchannels.Thisdifferencemayeffectconsumers’pricefairnessperception.
6.网上和实体店相比,您倾向于在哪里购买衣服?
[单选题]
Halfoftheconsumersprefertopurchaseclothesonlineansreasonsareshowedinthenextquestion.
6.1您倾向于在网上购买的原因是?
[多选题]
选项
小计
比例
A.价格优惠
9
100%
B.质量好
0
0%
C.服务好
1
11.11%
D.款式多
6
66.67%
E.送货方便
5
55.56%
F.购买方便
9
100%
G.促销力度大
2
22.22%
H.其他
0
0%
本题有效填写人次
9
Thoseprefertopurchaseonlineallthinkpriceonlineischeaperanditismoreconvenienttopurchaseonline.Mostofthemalsothinkthereismorechoicesonlineanditismoreconvenienttodeliverthegoodsonline.Someofthemthinktheserviceonlineisbetterthanofflineandthereismorepromotionoffline.
6.2您倾向于在实体店购买的原因是?
[多选题]
选项
小计
比例
A.价格优惠
1
16.67%
B.质量好
4
66.67%
C.服务好
3
50%
D.款式多
3
50%
E.送货方便
1
16.67%
F.购买方便
5
83.33%
G.促销力度大
1
16.67%
H.其他
2
33.33%
本题有效填写人次
6
Mostofthosewhoprefertopurchaseonlinethinkthequalityofflineisbetterthan
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