Refunds or Discounts? Exploring the Compensation Framing Effect on Consumers Perceived Fairness of Online Service Recovery
This paper studied the different impacts of two compensation frames, giving refunds and offering discounts, on consumers perceived fairness in the recovery of online pricing error.We found that people perceived more fairness from a negative frame offering discounts than from a positive frame giving refunds in general.Then we introduced the regulatory fit theory to elucidate the compensation framing effect and checked the moderating effect of regulatory focus, the results showed that there was a fit between compensation frames and regulatory focus, giving refunds was promotion-focused and offering discounts was prevention-focused.Giving refunds was perceived as more fair than offering discounts for participants with a promotion focus while offering discounts was perceived as more fair than giving refunds for participants with a prevention focus.We also checked the moderating effect of compensation depth,consumers perceived the negative frame offering discounts (the positive frame giving refunds) as more (less) fair than the positive frame giving refunds (the negative frame offering discounts) under high-depth compensation condition;but under low-depth compensation, the result was not salient.
compensation frame giving refunds offering discounts regulatory fit regulatory focus compensation depth
Hongqing Sun Dongjin He
College of Management, Zhongnan University of Economics and Law, Wuhan, 430073, China
国际会议
The Thirteenth Wuhan International Conference on E-Business(第十三届武汉电子商务国际会议)(WHICEB2014)
武汉
英文
82-89
2014-05-31（万方平台首次上网日期，不代表论文的发表时间）