Price tracking behaviour in Electronic Commerce and the moderating role of fair price perception

• Autorzy: Victor V. , Nathan R. J. , Grabara J. , Fekete-Farkas M.

Identyfikatory

DOI

10.17512/pjms.2018.18.2.30

Warianty tytułu

PL

Zachowanie śledzenia cen w elektronicznym handlu i moderująca rola postrzegania uczciwej ceny

• Języki publikacji: EN

Abstrakty

EN

With the rapid advancements in the Electronic Commerce sector, modern consumers are becoming increasingly aware of the prospects of the various pricing strategies, which have made their purchase decisions more sophisticated. Recent literature portrays an increased tendency among online shoppers to track product prices and wait for price markdowns prior to making their purchase decisions. This act of consumers is seen as strategic purchase behaviour, which is necessary for sellers to be aware of and frame their counter-strategies accordingly to prevent potential loss of revenue. This study aims at analyzing and measuring crucial factors that influence price tracking among online consumers. These include shopping experience, fair price perceptions and awareness about dynamic pricing. Using PLS SEM, this study also analyses the moderating effect of fair price perceptions on the overall shopping experience and price tracking behaviour of consumers. Statistical results reveal all three factors have significant direct and positive influence on price tracking behaviour and the moderation effect is significant and negatively influences consumer price tracking behaviour.

PL

Dzięki szybkim postępom w branży handlu elektronicznego, nowi konsumenci stają się coraz bardziej świadomi perspektyw różnych strategii cenowych, dzięki którym decyzje dotyczące zakupów stały się bardziej złożone. Najnowsza literatura opisuje zwiększoną tendencję kupujących online do śledzenia cen produktów i oczekiwania na obniżki cen przed podejmowaniem decyzji zakupowych. Ten akt konsumentów jest postrzegany jako strategiczne zachowanie zakupowe, które jest konieczne, aby sprzedawcy byli świadomi i dostosowywali swoje przeciw-strategie, aby zapobiec potencjalnej utracie dochodów. Celem tego badania jest analiza i pomiar kluczowych czynników, które wpływają na śledzenie cen wśród konsumentów internetowych. Należą do nich: wrażenia z zakupów, uczciwe postrzeganie cen i świadomość na temat dynamicznych cen. Wykorzystując PLS SEM, niniejsze badanie analizuje również moderujący wpływ uczciwej percepcji cenowej na ogólne wrażenia zakupowe i zachowanie cenowe konsumentów. Wyniki statystyczne pokazują, że wszystkie trzy czynniki mają znaczący bezpośredni i pozytywny wpływ na zachowanie cen, a efekt moderacji jest znaczący i negatywnie wpływa na zachowanie konsumentów przy śledzeniu cen.

Słowa kluczowe

EN

price tracking; strategic buying; consumer behaviour; e-commerce; dynamic pricing

PL

śledzenie cen; zakup strategiczny; zachowania konsumentów; e-handel; cena dynamiczna

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2018
• Tom: Vol. 18, No. 2
• Strony: 375--387
• Opis fizyczny: Bibliogr. 33 poz., rys., tab.

Twórcy

autor

Victor V.

• Szent Istvan University, Hungary

autor

Nathan R. J.

• Multimedia University, Malaysia

autor

Grabara J.

• Czestochowa University of Technology, Poland

autor

Fekete-Farkas M.

• Szent Istvan University, Hungary

Bibliografia

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Uwagi

Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2019).