A model to evaluate the effects of price fairness perception in online hotel booking

Research on consumer and market behavior related to prices has increased remarkably in recent years. Researchers have paid special attention to the effects of price perception in consumer purchasing processes. In this paper a model of antecedents and consequences of consumer price fairness perceptio...

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Bibliographic Details
Published in:	Electronic commerce research 2014-06, Vol.14 (2), p.171-187
Main Authors:	Andrés-Martínez, María-Encarnación, Gómez-Borja, Miguel-Ángel, Mondéjar-Jiménez, Juan-Antonio
Format:	Article
Language:	eng
Subjects:	Business and Management Computer Communication Networks Confidence Consumer behavior Consumer price indexes Consumers Consumption Data Structures and Information Theory Decision making Decisions e-Commerce/e-business Electronic commerce Hotels & motels Hypotheses Internet IT in Business Marketing research Online Operations Research/Decision Theory Perception Perceptions Prices Purchasing Studies Tourism
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Summary:	Research on consumer and market behavior related to prices has increased remarkably in recent years. Researchers have paid special attention to the effects of price perception in consumer purchasing processes. In this paper a model of antecedents and consequences of consumer price fairness perception in an online hotel booking setting is proposed. The results show that consumers use reference prices and are guided by their familiarity with online hotel bookings in determining price fairness. Moreover, when consumers perceive prices as fair, they show more confidence in the decisions made and are more satisfied with the price. However, there is no direct influence on loyalty, although this relationship appears indirectly through satisfaction with the price and confidence in the decision.
ISSN:	1389-5753 1572-9362