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

10.34785/J018.2019.484

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

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مطالعات رفتار مصرف‌کننده
دوره 6، شماره 1
بهار و تابستان
شهریور 1398
صفحه 1-19

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