بررسی اثر تفاوت قیمت، هنجار اجتماعی سلسله مراتبی و بومی بر ادراک قیمت گذاری منصفانه؛ تحلیل نقش منبع تامین مالی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران

2 دانشجوی دکتری مدیریت بازرگانی، ‌دانشکده مدیریت، ‌دانشگاه تهران

چکیده

پژوهش­های متعدد بیانگر این مطلب است، ‌تا زمانی که فروشندگان در بازار منصفانه عمل نکنند، ‌مصرف­ کنندگان تشویق به وفاداری و خرید مجدد نخواهند شد. ‌از این رو عوامل متعددی بر ادراک منصفانه مصرف­ کنندگان تاثیر گذار است. هدف از این پژوهش، ‌بررسی اثر تفاوت قیمت و هنجار اجتماعی سلسه ­مراتبی و بومی بر ادراک قیمت ­گذاری منصفانه با تبیین نقش منبع تامین مالی است. این مطالعه از نظر هدف کاربردی، ‌از نظر روش توصیفی- پیمایشی، ‌و از نظر گردآوری داده ­ها کتابخانه ­ای- میدانی می ­باشد. همچنین این پژوهش مبتنی بر یک طرح آزمایشی عاملی با 8 سناریوی متفاوت بازی نقش است که در قالب پرسش­نامه میان مشتریان هتل­ های بین المللی پارسیان انجام شد و داده­ های گردآوری شده از 240 پرسش­نامه تجزیه و تحلیل شد. نتایج حاصل از بررسی داده ­ها و آزمون فرضیه­ ها نشان داد که تفاوت معناداری بین اثر­گذاری تفاوت قیمت در دو قیمت 10 هزار تومان و 150 هزار تومان بر ادراک منصفانه مشاهده نشده، ‌اما تفاوت معناداری بین اثرگذاری هنجار اجتماعی سلسله­ مراتبی و بومی بر ادراک منصفانه مشاهده شده است. همچنین نتایج تحلیل واریانس عاملی نشان داد که اثر تعاملی منبع تامین مالی توسط شخص یا سازمان در رابطه با هنجار اجتماعی و ادراک منصفانه مورد تایید واقع گردید، ‌اما اثر تعاملی منبع تامین مالی توسط شخص یا سازمان در رابطه با تفاوت قیمت و ادراک منصفانه مورد تایید قرار نگرفته است.

کلیدواژه‌ها


عنوان مقاله [English]

Effect of price difference, social hierarchy and indigenous social norm on fair price perception; analyzing on role of financing source.

نویسندگان [English]

  • Mohsen Nazari 1
  • Hanieh Fathi 2
1 Associate Prof. in Faculty of Management, University of Tehran, Tehran, Iran
2 PhD student.,Business Management,,University Of Tehran, Tehran,Iran
چکیده [English]

Numerous studies indicate that consumers will not be encouraged to loyalty and repurchase as long as the sellers do not act in the fair market, hence many factors affect consumers' fair perception. The purpose of this study is to investigate the effect of hierarchical and indigenous price differences and social norms on perceptions of fair pricing by expressing the role of financing source. The objective view is regarded as applied research, the method of research is descriptive and in terms of data collection method it is field library type. This research is based on a factorial experimental design with four different role-playing scenarios distributed in a questionnaire among Parsian International Hotel customers. The results of the study of data collected from the 240 questionnaires and testing the hypotheses show that there is no significant difference between the effect of price difference 100000 and 1500000 rials on fair perception, but there was a significant difference between the impact of hierarchical and indigenous social norms on perceptions of fairness. The results of factor analysis of variance also showed that the interactive effect of the source of financing was approved by the individual or organization in relation to social norm and fair perception, but the interactive effect of the source of financing by the individual or organization in relation to the difference in price and the fair perception was not confirmed.

کلیدواژه‌ها [English]

  • Fair pricing perception
  • Price difference
  • Hierarchical and native social norm
  • Source of financing by the person or organization
  • Adams, N. J. (2016). How source of funds affects buyer’s judgments of price fairness and subsequent response, Journal of Product & Brand Management, 25 (7), 629-641.
  • Bolton, L., Luk, W.,Joseph W. Alba . (2003). Consumer Perceptions of Price (Un) fairness, Journel of Consmer Research, 29 (March), 474-91.
  • Chung, J. Y., Gerard, T., Kyle, J., Petrick, F. James D. Absher. (2011). Fairness of Prices, User Fee Policy and Willingness to Pay among Visitors to a National Forest, Tourism Management, 32, 1038-46.
  • Cohen-Charash, Y., Spector, P. E. (2001). The role of justice in organizations: a metaanalysis. Organizational Behaviour and Human Decision Processes, 86 (2), 278-321.
  • Ferguson, J.L., Ellen, P.S., Piscopo, G.H. (2011). Suspicion and perceptions of price fairness in times of crisis, Journal of Business Ethics, 98 (2), 331-349.
  • Garbarino, E., Maxwell, S. (2010). Consumer response to norm-breaking events in ecommerce journal of business research, Journal of Business Research, 63 (9/10), 1066-1072.
  • Grewal, D., Hardesty, D. M., Iyer, G.R. (2004). The effects of buyer identification and purchase timing on consumers’ perceptions of trust, price fairness, and repurchase intentions, Journal of Interactive Marketing, 18 (4), 87-100.
  • Homburg, C., Totzek, D., Krämerb, M. (2014). How price complexity takes its toll: the neglected role of a simplicity bias and fairness in price evaluations, Journal of Business Research, 67 (6), 1114-1122.
  • Khorshidi, G., Banoi, A. (2008). What makes the price fair or unproblematic is the underlying factors, factors, preconditions, and unfair consequences of price perception and management practices. Journal of PAYAM Management, 50-59. (In Persian)
  • Kukar-Kinney, M., Xia, L., Monroe, K.B. (2007). Consumers’ perceptions of the fairness of price-matching refund policies, Journal of Retailing, 83 (3), 325-338.
  • Kwak, H., Puzakova, M., Rocereto, J.F. (2015). Better not smile at the price: the differential role of brand anthropomorphization on perceived price fairness, Journal of Marketing, 79 (4), 56-76.
  • Margaret, C. (2007). Says Who?! How the Source of Price Information and Affect Influence Perceived Price (Un) Fairness. Journal of Marketing Research, 44 (2), 261- 271.
  • Maxwell, S. (1999). The social norms of discrete consumer exchange: classification and quantification, American Journal of Economics and Sociology, 58 (4), 999-1018.
  • Maxwell, S. (2002). Rule-based price fairness and its effect on willingness to purchase, Journal of Economic Psychology, 23 (2), 191-212. 11
  • Maxwell, S. (2008). The price is wrong: Understanding what makes a price seem fair and the true cost of unfair pricing. New Jersey: John Wiley & Sons, Inc.
  • Maxwell, S. (2018). Fairness Pricing, Nazari, M., Rezaei, N. Negah Danesh. (In Persian)
  • McCarville, R. E., Stephen, D. R., Christopher, M. W. (1996). The Role of Fairness in User’ Assessments of First-Time Fees for a Public Recreation Service. Leisure Sciences, 18, 61-76.
  • Mira, A., Karimi, S. (2012). Investigation of pricing strategies based on the life cycle curve of small household appliances (Case study of meat grinder product group in Pars Khazar industrial companies), Journal of Commercial of Tehran University, 167- 147. (In Persian)
  • Mohammadi, R., Khabiri, M., Barari, M. (2013). The Benefits of Customer Relationship and Its Effect on Oral-To-Mouth Communication (Case Study: Customers in Tehran Pools). Journal of Sport Management Studies, 205-220. (In Persian)
  • Nazari, M., Adib Haji Bagheri, S. (2013). Investigating the Effect of Fair Price on Customer Satisfaction in the Car Purchase Process (Case Study: Pride & Peugeot 206), Journal of Commercial of Tehran University,121-140. (In Persian)
  • Nazari, M., Ahmadi, S., Afifi, A. (2017). The effect of providing a breakdown of the price of a product compared with its overall presentation of the price on the buyer's behavior, Journal of Consumer Behavior studies, 21- 37. (In Persian)
  • Nazari, M., Ashkani, M. (2015). Assessment of perceived price fairness based on documentary theory. Journal of Research New Marketing Research, 126-109. (In Persian)
  • Nazari, M., Heidari, A., Haghighi Nasab, M., Samizade, M. (2018). A meta-analysis of factors affecting perceived fairness in a dynamic pricing strategy, Journal of Commercial of Tehran University, 252- 229. (In Persian)
  • Norozi, H., Mahzabi, M., Esfandiari, F. (2014). Investigating self-explanatory effect on consumer complaints behavior, Journal of Research New Marketing Research, 176- 157. (In Persian)
  • Tsai, D. & Lee, H. C. (2007), Will you care when you pay more? The negative side of targeted promotions, The Journal of Product and Brand Management, 16 (7), 481-493. Wangenheim, F., Bayón, T. (2004). The effect of word of mouth on services switching: Measurement and moderating variables. European Journal of Marketing, 38 (9/10): 1173-1185.
  • Van den bos, K. Wilke, A.M. (1998). Evaluating Outcomes by Means of the Fair Process Effect: Evidence for Different Processes in Fairness and Satisfaction Judgments. Journal of personality and psychology, 74 (6), 1493-1503 Wu, C.C., Liu, Y.F., Chen, Y.J., Wang, C.J. (2012). Consumer responses to price discrimination: discriminating bases, inequality status, and information disclosure timing influences, Journal of Business Research, 65 (1), 106-116.
  • Xia, L., Monroe, K.B., Cox, J.L. (2004). The price is unfair! A conceptual framework of price fairness perceptions, Journal of Marketing, 68 (4), 1-15.
  • Zeelenberg, M., Pieters, R. (2004). Beyond Valence in Customer Dissatisfaction: A Review and New Findings in Behavioral Responses to Regret and Disappointment in Failed Services. Journal of Business Research. 57 (4), 445-455.