Publication: Personal antecedents of perceived deceptive pricing in online retailing: the moderating role of price inequality
Authors
Pascual del Riquelme Martínez, María Isabel ; Román Nicolás, Sergio
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Publisher
Springer
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DOI
https://doi.org/10.1007/s10660-021-09490-z
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info:eu-repo/semantics/article
Description
© 2021 The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
This document is the Accepted Manuscript version of a Published Work that appeared in final form in Electronic Commerce Research. To access the final edited and published work see https://doi.org/10.1007/s10660-021-09490-z
Abstract
This research examines the personality, cognitive and emotional antecedents of
deceptive price perceptions that occur in price inequalities. We draw on appraisal
theories to examine the extent to which these relationships are different depending
on two situations: consumers who are exposed to an advantaged situation (lower
price) and those exposed to a disadvantaged situation (higher price). Data from 994
individuals in the online hotel booking context show that the direction of the price
inequality significantly influences the way in which both personality and the attributional–
emotional process affect perceptions of deceptive pricing. Our findings
provide a better understanding of this subjective, complex, but also increasingly
prevalent phenomena of price inequality and perceived deceptive pricing in online
retailing. Implications for theory and management are discussed.
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Citation
Electronic Commerce Research, 2023, Vol. 23, pp. 739–783
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