Price discrimination has been widely discussed in economics. Scholars have discussed perceived fairness in the direct exchange perspective, sellers and buyers. However, there are few studies related price discrimination and its impact on consumers’ psychology. Therefore, this paper examines the influence of price discrimination on consumers’ perceived unfairness and their purchase intention as well as the effect of discount depth and discount framing in consumer’s perspective.

Results obtained from 402 questionnaires collected in Taiwan indicate that (1) price discrimination has influence on consumers’ perceived (un)fairness; (2) discount depths moderate the impact of price discrimination on consumers’ perception of unfairness; (3) advantaged inequality has influence on consumers’ purchase intention; (4) discount framing doesn’t have influence on either consumers’ perceived unfairness or their purchase intention.

Abstract 1
1. Introduction 1
2. Literature Review and Model Construct 3
2.1 Price discrimination 3
2.2 Price fairness 5
2.3 Framing 6
3. Study 1 8
4. Study 2 17
5. Conclusion 22
6. Managerial implications 23
7. Appendix 24
8. Reference 27

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