Reasearch On The Relationship Among Online Customized Produtcts Pricing Strategies, Fairness And Perceived Value

Pricing strategies are the most important weapons to gain profit and achieve success, while perceived value is one of the most effective influencing factor of consumer’s purchase intention. In the context of online customized products, this paper explores the effect of pricng strategies on perceived value and its effect mechanism. This question not only is the hot issue in online consumer behavior area at home and abroad, but also is the urgent issue in enterprise’s pricng management.Firstly, this paper defines the concepts of skimming pricing strategy, penetrating pricing strategy, price fairness, informational fairness and perceived value by carding relevant literature about online customized products pricng strategies, fairness and perceived value, and taking example by many scholars about the research of pricng strategies, fairness and perceived value. Secondly, through the hypothese deduction of relevant theory, this paper builds the theoretical model of the relationship between different pricing strategies and perceived value, which includes the mediating role of price fairness and the moderating role of informational fairness. Finally, by the experiment and data analysis of 220 students, this paper proposes and verifies the teroratical model of pricing strategies-price fairness- perceived value.The results of the empirical study can be showed as followings:(1)there is a difference in the effect of different pricing strategies on consumer’s perceived value(quality value, emotional value and social value), the effect of skimming pricing strategy on perceived value is higher than the effect of penetrating pricing strategy on perceived value(quality value, emotional value and social value).(2)There is a difference in the effect of different pricing strategies on consumer’s price fairness, the effect of penetrating pricing strategy on price fairness is higher than the effect of skimming pricing strategy on price fairness.(3)Consumer’s price fairness positively affect consumer’s perceived value(quality value, emotional value and social value), that is, the higher the price fairness, the higher the perceived value(quality value, emotional value and social value).(4)Consumer’s price fairness perception plays a mediating role in the relationaship between pricing strategies and perceived value(quality value, emotional value and social value). Pricing strategies have a direct effect on perceived value(quality value, emotional value and social value), at the same time, this kind of effect is also influenced by price fairness, to some extent, pricing strategies indirectly affect perceived value(quality value, emotional value and social value) by price fairness.(5)Infromational fairness moderates the relationship between pricing strategies and perceived value: in the condition of high informational fairness, the positive effect of pricing strategies on perceived value is stronger.Finally, according to the research conclusions, the author puts forward some related policy suggestions about enterprise’s pricng ptatice. In order to facilitate follow-up study, in the end this paper, it lists its innovation points, limitations and directions.