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研究生:周柔彤
研究生(外文):Jou-Tung Chou
論文名稱:差別取價對於消費者感受之公平性與購買意圖的影響
論文名稱(外文):The Influence of Price Discrimination on Consumers’ Perceived Unfairness and Purchase Intention
指導教授:吳基逞吳基逞引用關係
指導教授(外文):Chi-Cheng Wu
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:英文
論文頁數:32
中文關鍵詞:差別取價公平性
外文關鍵詞:discount framingdiscount depthprice discriminationfairness
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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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