Publication: Does it matter who gets a better price? Antecedents and consequences of online price unfairness for advantaged and disadvantaged consumers
Authors
Pascual del Riquelme, Isabel ; Román Nicolás, Sergio ; Cuestas, Pedro J.
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Publisher
Elsevier
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DOI
https://doi.org/10.1016/j.tmp.2021.100902
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info:eu-repo/semantics/article
Description
©2021.
This document is the Published version of a Published Work that appeared in final form in Tourism Management Perspectives
Abstract
This study examines the moderating role of price inequalities in the antecedents and consequences of perceived
price unfairness. We test a moderated mediation model on a sample of 994 consumers exposed to a hotel booking scenario either with an advantaged price (n = 496) or a disadvantaged one (n = 498). Our results show that the mechanisms through which perceived price unfairness is formed and its influence on price satisfaction and WOM significantly differ based on price inequalities. Furthermore, these findings highlight the importance of managing the potential negative consequences of unfair pricing not only for disadvantaged consumers, but also for advantaged ones
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Citation
Tourism Management Perspectives 40 (2021) 100902
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