{"title":"在价格波动和价格变动频率的背景下考察消费者的感知质量和购买意愿:零售产品研究","authors":"K. Atilgan, E. E. Kangal, Muharrem Talaslioğlu","doi":"10.22146/gamaijb.70674","DOIUrl":null,"url":null,"abstract":"Marketing managers are able to influence consumers' perceptions of quality and their willingness to buy, using the frequency of price changes and price variability. This study aims to examine the differences in the frequency of price changes and price varia- bility, in terms of the perceived quality and the willingness to buy. For this purpose, using values calculated according to the average and standard deviation of the market price of a specified product, we obtained two different price variations, ±1σ and ±2σ, and price stim- uli determined at two different frequencies of price changes (three and seven times were considered), which resulted in four different participant groups. At the end of the study, a statistically significant difference was only found between consumers in the low price var- iability and infrequent price change condition and consumers in the high price variability and infrequent price change condition, in terms of the perceived quality.","PeriodicalId":54086,"journal":{"name":"Gadjah Mada international journal of business","volume":null,"pages":null},"PeriodicalIF":1.1000,"publicationDate":"2024-05-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Examination of Consumers’ Perceived Quality and Willingness to Buy in the Context of Price Variability and Frequency of Price Change: A Study of Retail Products\",\"authors\":\"K. Atilgan, E. E. Kangal, Muharrem Talaslioğlu\",\"doi\":\"10.22146/gamaijb.70674\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Marketing managers are able to influence consumers' perceptions of quality and their willingness to buy, using the frequency of price changes and price variability. This study aims to examine the differences in the frequency of price changes and price varia- bility, in terms of the perceived quality and the willingness to buy. For this purpose, using values calculated according to the average and standard deviation of the market price of a specified product, we obtained two different price variations, ±1σ and ±2σ, and price stim- uli determined at two different frequencies of price changes (three and seven times were considered), which resulted in four different participant groups. At the end of the study, a statistically significant difference was only found between consumers in the low price var- iability and infrequent price change condition and consumers in the high price variability and infrequent price change condition, in terms of the perceived quality.\",\"PeriodicalId\":54086,\"journal\":{\"name\":\"Gadjah Mada international journal of business\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":1.1000,\"publicationDate\":\"2024-05-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Gadjah Mada international journal of business\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.22146/gamaijb.70674\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Gadjah Mada international journal of business","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.22146/gamaijb.70674","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
Examination of Consumers’ Perceived Quality and Willingness to Buy in the Context of Price Variability and Frequency of Price Change: A Study of Retail Products
Marketing managers are able to influence consumers' perceptions of quality and their willingness to buy, using the frequency of price changes and price variability. This study aims to examine the differences in the frequency of price changes and price varia- bility, in terms of the perceived quality and the willingness to buy. For this purpose, using values calculated according to the average and standard deviation of the market price of a specified product, we obtained two different price variations, ±1σ and ±2σ, and price stim- uli determined at two different frequencies of price changes (three and seven times were considered), which resulted in four different participant groups. At the end of the study, a statistically significant difference was only found between consumers in the low price var- iability and infrequent price change condition and consumers in the high price variability and infrequent price change condition, in terms of the perceived quality.
期刊介绍:
An objective of the Gadjah Mada International Journal of Business (GamaIJB) is to promote the wide dissemination of the results of systematic scholarly inquiries into the broad field of business research. The GamaIJB is intended to be the journal for publishing articles reporting the results of research on business. The GamaIJB invites manuscripts in the areas: Marketing Management, Finance Management, Strategic Management, Operation Management, Human Resource Management, E-business, Knowledge Management, Management Accounting, Management Control System, Management Information System, International Business, Business Economics, Business Ethics and Sustainable, and Entrepreneurship.