补偿框架和价格水平对在线定价错误服务恢复的共同影响

Y. Lii, Monle Lee
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引用次数: 52

摘要

目的-本研究的目的是探讨补偿框架和产品价格水平对涉及在线定价错误的服务失败后消费者态度反应和行为意图的共同影响。设计/方法/方法-受试者间因子设计用于检验假设,a2(补偿框架:美元折扣与百分比折扣)x2(产品价格水平:高价与低价)。调查结果-调查结果表明,消费者认为以美元计价的补偿降价比以百分比计价的高价产品(低价产品)降价更公平(更不公平)。消费者对薪酬公平性的认知越高,消费者越有可能产生积极的恢复后满意度和信任。因此,对补偿努力感到满意的消费者更有可能信任服务公司,参与积极的eWOM行为,并购买该商品。实际意义……
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The joint effects of compensation frames and price levels on service recovery of online pricing error
Purpose – The purpose of this research is to explore the joint effect of compensation frames and product‐price levels on consumer attitudinal reactions and behavioral intentions after a service failure involving online pricing error.Design/methodology/approach – A 2 (compensation frames: dollar off versus percentage off) x 2 (product‐price levels: high‐price versus low‐price) between‐subjects factorial design was used to test the hypotheses.Findings – The findings indicate that consumers perceive a price reduction for compensation framed in dollar terms as more (less) fair than the same price reduction framed in percentage terms for high‐price product (low‐price product). The higher consumer perceptions of compensation fairness are, the more likely consumers are to have positive post‐recovery satisfaction and trust. Consequently, consumers who are satisfied with the compensation effort are more likely to trust the service firm, engage in positive eWOM behavior, and purchase the item.Practical implications...
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