The Impact Of Product Attributes And Price Framework On The Perception Of Price Fairness

In recent years,price fairness perception is a hot topic of research in the field of consumption.Consumers will have a good purchasing experience when they perceive that the transaction is fair,and the repurchase rate will increase later.From domestic and international studies on price fairness perception,it is found that there are a wide range of factors affecting price fairness perception.Previous studies have focused more on the original and historical prices of products or competitors’ prices,and less on the attributes of the products themselves,as well as contextual factors,such as the form of promotions and social distance.In this paper,we will explore the effects of product attributes,price framing,and social distance on the perception of price fairness through two studies of four experiments.Study 1 consists of two within-subject experiments,both using college students as subjects.Experiment 1 explores the effect of product type on perceptions of price fairness,while Experiment 2 builds on Study 1 by adding price frame variables to explore the effect of product type and price frame on perceptions of price fairness.Study 2 included two mixed experimental designs,Experiment 3 aimed to explore the moderating role of social distance in the relationship between product type and price fairness perceptions,and Experiment 4 investigated the moderating role of social distance in the relationship between price frames and price fairness perceptions.The findings were as follows.(1)Product type can significantly affect price fairness perceptions,and consumers have higher price fairness perceptions when purchasing hedonic products compared to tangible products.(2)When consumers participate in two 50% off promotions,the more hedonic the product,the higher their price fairness perceptions.(3)Social distance can positively moderate the role between product type and price fairness perceptions.When social distance is intimate,the price fairness perceptions are lower than those of the low intimate group,regardless of whether they purchase a real or hedonic product.(4)Social distance does not have a moderating role between the price frame and price fairness perceptions.