網路訂價公平性認知

Abstract

價格調整，認知上是否公平，在經濟及行銷文獻上，是探究甚多之主題。本文就網路上，消費者對訂價是否公平之認知，由消費者面向予以調查，從：擴大市場力，網路上之公平價格，訂價機制，差別取價方法及差價管理等五個方向做探討。 從台灣276個問卷調查中，得知網路上之價格若與傳統行銷管道之價格相同，則被認為是不公平，接受調查者認為，網路上不同之訂價機制，是公平的，而差別取價及差價管理被認為是不公平的。

The perceived fairness of price changes has been a subject of much inquiry in economic and marketing literature. This paper examines consumers’ perceptions of the fairness of pricing on the Internet. Increased market power, fair prices on the Internet, pricing mechanisms, methods of price discrimination and yield management are investigated from a consumer’s perspective. Results obtained from 276 questionnaires collected in Taiwan indicate that the Internet prices that equal those in the traditional channels are perceived to be unfair. Respondents considered various pricing mechanisms on the Internet to be fair while many practices of price discrimination and yield management were perceived to be unfair.