Driving Effect on Price Variety from Involvement Degree and Price Perception Ezperience
Consumer price behavior is the practical origin of price variety. Consumer price overall perception can be jointly expressed by price cheapness,price fairness and price variety. Price variety is an important dimension of price evaluation,and consumers involvement degree and price perception experience as price environmental factor can affect price evaluation. In order to explore the relationship between price behavior and price evaluation,this research examines the influential characteristics on price variety evaluation from involvement degree and perception experience,which chooses consumer price behavior in using mobile phone as testing object. Result shows that involvement degree positively impacts price variety,whereas price perception experience negatively influences price variety. This contribution brings theoretical researcher and practitioner from qualitative perception of consumer price behavior character up to quantitative evaluation and managerial level.
Involvement Degree Mental Accounting Perception Ezperience Price Variety
Xue Chang
International Economics & Trade.Shandong University of Finance,P.R.China
国际会议
北京
英文
2091-2094
2009-10-21（万方平台首次上网日期，不代表论文的发表时间）