Marketing on the Internet: Principles of On-Line Marketing
Marketing on the Internet: Principles of On-Line Marketing
Privacy, economics, and price discrimination on the Internet
ICEC '03 Proceedings of the 5th international conference on Electronic commerce
B2C Web site quality and emotions during online shopping episodes: an empirical study
Information and Management
Sheltered in cyberspace? Computer use among the unsheltered 'street' homeless
Computers in Human Behavior
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Differential pricing is a strategy that retailers have used effectively in capturing sales and profits. The advent of the Internet is a new domain where this strategy can be applied conveniently and economically. This study examines the effects of various Internet differential pricing tactics (buyer identification, purchase quantity, purchase timing, and multi-channels) on consumers' cognitive (i.e., perceptions of price fairness), emotional, and behavioral responses. A survey on 367 marketing students in Taiwan was carried out. Empirical findings show that perceived fairness is significantly related to emotions, and while emotions similarly affect behavioral responses, it also mediates the relationship between perceptions of price fairness and behavioral responses. Practical implications and future studies for internet pricing strategies are further discussed.