Location
Level 0, Open Space, Owen G. Glenn Building
Start Date
12-15-2014
Description
Price fairness is an important factor that influences online shopper dropout rate in online shopping. This research attempts at understanding the factors that influence perceived price fairness. Based on the equity theory, we argue that perceived promotion fairness plays an important role in influencing perceived price fairness. We further argue that perceived promotion fairness is in turn significantly influenced by the shopper’s search efforts, contingent upon whether or not the promoted price is realized. A research model was developed that incorporates the equity theory, the motivation literature, and website design features. We developed a plan to conduct experiments to test the hypotheses.
Recommended Citation
jiang, lianlian and Sun, Heshan, "Understanding Perceived Price Fairness in Online Shopping" (2014). ICIS 2014 Proceedings. 11.
https://aisel.aisnet.org/icis2014/proceedings/HCI/11
Understanding Perceived Price Fairness in Online Shopping
Level 0, Open Space, Owen G. Glenn Building
Price fairness is an important factor that influences online shopper dropout rate in online shopping. This research attempts at understanding the factors that influence perceived price fairness. Based on the equity theory, we argue that perceived promotion fairness plays an important role in influencing perceived price fairness. We further argue that perceived promotion fairness is in turn significantly influenced by the shopper’s search efforts, contingent upon whether or not the promoted price is realized. A research model was developed that incorporates the equity theory, the motivation literature, and website design features. We developed a plan to conduct experiments to test the hypotheses.