فراتحلیل عوامل مؤثر بر انصاف ادراک‏شده در استراتژی قیمت‏گذاری پویا

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران

2 استادیار گروه MBA، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران

3 دانشیار گروه مدیریت بازرگانی، دانشکدۀ علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

4 دانشجوی دکتری مدیریت بازرگانی (بازاریابی)، دانشکده مدیریت، دانشگاه تهران

چکیده

هدف اصلی این پژوهش، شناسایی عوامل مؤثر بر انصاف ادراک‏شده در استراتژی قیمت‏گذاری پویا و ترکیب کمی نتایج پژوهش‏های انجام شده در این حوزه با رویکرد فراتحلیل است. جامعۀ آماری پژوهش، مقاله‎های چاپ شده در مجله‎های علمی ـ پژوهشی بین سال‏های 2000 تا 2015 در زمینۀ انصاف ادراک‏شدۀ مشتری از روش قیمت‏گذاری پویا بود. برای انجام این تحقیق پس از بررسی و پالایش بیش از 600 مقالۀ مرتبط با حوزۀ انصاف و قیمت‏گذاری پویا، 21 مقاله برای فراتحلیل انتخاب شد. پس از بررسی و تلخیص مقاله‎های انتخاب شده، در مجموع 26 متغیر شناسایی شد که در مقاله‎های انتخاب‎شده به‎عنوان متغیر تأثیرگذار بر انصاف ادراک‎شده در قیمت‏گذاری پویا بررسی شده بودند. نتایج مربوط به اندازۀ اثر مستقل و ترکیبی متغیرها نشان داد اندازۀ اثر سه متغیر «سن»، «نوع برند» و «نوع کاربرد» معنادار و قابل قبول نیستند، اما نتایج مربوط به اندازۀ اثر سایر متغیرها معنادار و قابل قبول بودند.
 

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Meta-analysis of Influencing Factors on Perception of Fairness in Dynamic Pricing

نویسندگان [English]

  • Mohsen Nazari 1
  • Ali Heidary 2
  • Manijeh Haghighinasab 3
  • Mehdi Samizadeh 4
1 Associate Prof. in Business Management, University of Tehran, Tehran, Iran
2 Assistant Prof. in MBA, Faculty of Management, University of Tehran, Tehran, Iran
3 Associate Prof. in Business Management, Alzahra University, Tehran, Iran
4 Ph.D. Student in Business Administration (Marketing), University of Tehran, Tehran, Iran
چکیده [English]

The main goal of this research is to identify influencing factors on perceived fairness in dynamic pricing and combination of quantitative results of researches conducted in this area with meta-analysis approach. The study population consisted of articles published in scientific journals conducted during 2000 and 2015 in the field of customer perceived fairness in dynamic pricing. For this reason, after the review and refine more than 600 articles related to the field of fairness and dynamic pricing, 21 articles were selected for meta-analysis. After review and summarize of selected articles, a total of 26 variables were identified that studied in the selected studies as a factor affecting the perceived fairness in dynamic pricing. Results showed that the effect sizes of three variables (Age, Brand Class, Type of Use) are not significant and acceptable. But the results related to the effect sizes of other variables are meaningful and acceptable.
 

کلیدواژه‌ها [English]

  • Dynamic pricing
  • Effect Size
  • Meta analysis
  • Perceived Fairness
  • Price fairness
دلاور، علی. (1384). مبانی نظری و عملی پژوهش در علوم انسانی و اجتماعی، چاپ چهارم، تهران: انتشارات رشد.

نظری، محسن؛ قدس‏الهی، احمد؛ شهریوری، شهرزاد (1392). بررسی ادراک مشتریان از واحد پولی و تأثیر آن بر حساسیت قیمتی مشتریان. فصلنامۀ علمی و پژوهشی تحقیقات بازاریابی نوین، 3 (1)، 138- 119.

References

Andrés-Martínez, M.E., Gómez-Borja, M.A., & Mondéjar-Jiménez, J.A. (2014). A model to evaluate the effects of price fairness perception in online hotel booking. Electronic Commerce Research, 14 (2), 171-187.

Aviv, Y. & Pazgal, A. (2008). Optimal pricing of seasonal products in the presence of forward-looking consumers. Manufacturing & Service Operations Management, 10 (3), 339-359.

Beldona, S. & Kwansa, F. (2008). The impact of cultural orientation on perceived fairness over demand-based pricing. International Journal of Hospitality Management, 27(4), 594–603.

Beldona, S. & Namasivayam, K. (2006). Gender and Demand-Based Pricing Differences in Perceived (Un) Fairness and Repatronage Intentions. Journal of Hospitality & Leisure Marketing, 14 (4), 89-106.

Bolton, L.E., Warlop, L. & Alba, J.W. (2003). Consumer Perceptions of Price (Un) Fairness. Journal of Consumer Research, 29(4), 474-491.

Boyd, E.A. & Bilegan, I.C. (2003). Revenue management and e-commerce. Management Science, 49 (10), 1363-1386.

Bujisic, M., Bilgihan, A. & Hutchinson, J. (2014). The effect of the type-pricing strategy on perceived price fairness and behavioral outcomes in beverage establishments. Journal of Revenue & Pricing Management, 13 (1), 35-60.

CheAhmat, N., Radzi, S. M., Zahari, M. S., MohdZahari, M. S., Muhammad, R., AbdulAziz, A. & Ahmad, N. M. (2011). The Effect of Factors Influencing the Perception of Price Fairness towards Customer Response Behaviors. Journal of Global Management, 2 (1), 22-38.

Choi, C., Jeong, M. & Mattila, A. S. (2015). Revenue management in the context of movie theaters: Is it fair? Journal of Revenue and Pricing Management, 14(2), 72–83.

Choi, S. & Mattila, A. S. (2004). Hotel revenue management and its impact on customers' perceptions of fairness, Journal of Revenue & Pricing Management, 2 (4), 303–314.

Choi, S. & Mattila, A. S. (2009). Perceived Fairness of Price Differences across Channels: The Moderating Role of Price Frame and Norm Perceptions. Journal of Marketing Theory and Practice, 17 (1), 37-48.

Choi, S., & Mattila, A. S. (2006). The Role of Disclosure in Variable Hotel Pricing: A Cross-Cultural Comparison of Customers’ Fairness Perceptions. Cornell Hotel and Restaurant Administration Quarterly, 47 (1), 27-35.

Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Hillsdale, NJ: Erlbaum.

Deksnytė, I. & Lydeka, Z. (2013). Dynamic pricing models and its methodological aspects. Journal of Taikomoji ekonomika: sisteminiai tyrimai, 7 (2), 143-153.

Delavar, A. (2005). Theoretical and practical foundations of research in the humanities and social sciences. (Fourth Edition), Tehran, Roshd Press. (in Persian)

Elmaghraby, W. & Keskinocak, P. (2003). Dynamic pricing in the presence of inventory considerations: research overview, current practices, and future directions. Management Science, 49 (10), 1287-1309.

Estelami, H. & Maeyer, P. D. (2004). Product category determinants of price knowledge for durable consumer goods. Journal of Retailing, 80 (2),129–137.

Ferrell, O. C., & Hartline, M. D. (2014). Marketing Strategy: Text and Cases. Sixth Edition, Canada: South-Western, Cengage Learning.

Flagan, M. R. (2012). The impact of multiple framing cues on promotion success: Evidence from an experiment in an online Pay What You Want context, Master's thesis in Master of Science of Marketing, Aelto University, School of Economics.

Grewal, D. & Lindey-Mullikin, J. (2006). The Moderating Role of the Price Frame on the Effects of Price Range and the Number of Competitors on Consumers' Search Intentions. Journal of the Academy of Marketing Science, 34 (1), 55-62.

Grewal, D., Hardesty, D. M. & Iyer, G. R. (2004). The effects of buyer identification and purchase timing on consumers' perceptions of trust, price fairness, and repurchase intentions. Journal of Interactive Marketing, 18 (4), 87-100.

Haws, K. L. & Bearden, W. O. (2006). Dynamic pricing and consumer fairness perceptions. Journal of Consumer Research, 33 (3), 304-311.

He, L. & Walrand, J. (2006), Pricing and revenue sharing strategies for internet service providers, IEEE J. Selected Areas in Communications, 24 (5), 942-951.

Heo, C. Y. & Lee, S. (2011). Influences of consumer characteristics on fairness perceptions of revenue management pricing in the hotel industry. International Journal of Hospitality Management, 30(2), 243-251.

Heo, C. Y., Lee, S., Mattila, A. & Hu, C. (2013). Restaurant Revenue Management Do perceived capacity scarcity and price differences matter. International Journal of Hospitality Management, 35, 316-326.

Howit, D. & Cramer, D. (2009). Introduction to Statistics in Psycology. Translated by Pashasharifi, H.; Najafi Zand, J.; Mirhashemi, M.; Sharifi, N. & Manavipour, D., Tehran, Sokhan Press. (in Persian)

Kahneman, D., Knetsch, J. L. & Thaler, R. H. (1986). Fairness as a Constraint on Profit Seeking: Entitlements in the Market. The American Economic Review, 76 (4), 728 – 741.

Kannan, P. K. & Kopalle, P. K. (2001). Dynamic Pricing on the Internet: Importance and Implications for Consumer Behavior. International Journal of Electronic Commerce, 5 (3), 63–83.

Kimes S. E. (1994). Perceived fairness of Yield Management. Cornell Hotel and Restaurant Administration Quarterly, 35 (1), 22-29.

Kimes, S. E. & Wirtz, J. (2002). Perceived Fairness of Demand-based Pricing for Restaurants. Cornell Hotel and Restaurant Administration Quarterly, 43 (1), 31-37.

Kimes, S. E. & Wirtz, J. (2003a). Perceived Fairness of Revenue Management in the US Golf Industry. Journal of Revenue and Pricing Management, 1 (4), 332-344.

Kimes, S. E. & Wirtz, J. (2003b). Has Revenue Management Become Acceptable? Findings from an International Study on the Perceived Fairness of Rate Fences. Journal of Service Research, 6 (2), 125-135.

Kimes, S. E. (2002). Perceived fairness of yield management. Cornell Hotel and Restaurant Administration Quarterly, 43 (1), 22–30.

Lee, S., Illia, A. & Lawson-Body, A. (2011). Perceived price fairness of dynamic pricing. Industrial Management & Data Systems, 111 (4), 531-550.

Levin, Y., McGill, J. & Nediak, M. (2010). Optimal dynamic pricing of perishable items by a monopolist facing strategic consumers. Production and Operations Management, 19 (1), 40-60.

Lin, K. (2006). Dynamic pricing with real-time demand learning. European Journal of Operational Research, 174 (1), 522–538.

MaGuire, K. A. & Kimes, S. E., (2006). The perceived fairness of waitlist-management techniques for restaurants. Cornell Hotel and Restaurant Administration Quarterly, 42 (2), 121–134.

Mattila, A. S. & Choi, S. (2005). The Impact of Hotel Pricing Policies on Perceived Fairness and Satisfaction with the Reservation Process. Journal of Hospitality & Leisure Marketing, 13(1), 25-39.

Maxwell, S. (2008). The price is wrong: Understanding what makes a price seem fair and the true cost of unfair pricing. New Jersey: John Wiley & Sons, Inc.

Mohammed, R. A., Fisher, R. J., Jaworski, B. J. & Cahill, A. M. (2002). Internet Marketing: Building Advantage in the Networked Economy. McGraw-Hill Companies, NY.

Morris, J., Ree, P. & Sardine, P. M. (2000). Sardine: dynamic seller strategies in an auction marketplace, Proceedings of the 2nd ACM Conference on Electronic Commerce, New York, NY.

Nazari, M., Ghodsollahi, A. & Shahrivari, Sh. (2013). Investigate the customer perception of the currency and its impact on the price sensitivity of customers. Journal of New Marketing Researches, 3(1), 119-138.
(in Persian)

Nguyen, L., Conduit, J., Lu, V. & Hill, S. (2015). Engagement in online communities: implications for consumer price perceptions. Journal of Strategic Marketing, 24 (3-4), 241-260.

Patterson, P. G.; Cowley, E. & Prasongsukam, K. (2006), Service failure recovery: the moderating impact of individual-level cultural value orientation on perceptions of justice. International Journal of Research in Marketing, 21 (3), 263-277.

Raghavan, N. R. S. (2005). Data mining in e-commerce: a survey. Sadhana, 30 (2/3), 275-289.

Rana, R. & Oliveira, F. S. (2014). Real-time dynamic pricing in a non-stationary environment using model-free reinforcement learning. Omega, 47, 116–126.

Rohlfs, K. V & Kimes, S. E. (2007). Customer’s perceptions of best available hotel rates. Cornell Hotel and Restaurant Administration Quarterly, 48 (2), 151-162.

Shannon, T.; Donald, K. & Kerry, S. (2009). Equity Sensitivity Revisited: Contrasting Unidimensional and Multidimensional Approaches. Journal of Business and Psychology, 24 (3), 299-314.

Sharon, L. & Normand, T. (1999). Tutorial in biostatistics: Meta-analysis formulating evaluating combining and reporting. Statistic in medicine, 18(3), 321- 359.

Taylor, W. J. & Kimes, S. E. (2010). How Hotel Guests Perceive the Fairness of Differential Room Pricing. Cornell Hospitality Reports, 10 (2), 6-13.

Weisstein, F. L., Monroe, K. B. & Kukar-Kinney, M. (2013). Effects of price framing on consumers’ perceptions of online dynamic pricing practices. Journal of the Academy of Marketing, 41(5), 501-514.

Wirtz, J. & Kimes, S. E. (2007). The Moderating Role of Familiarity in Fairness Perceptions of Revenue Management Pricing. Journal of Service Research, 9 (3), 229-240.

Xia, L., Monroe, K. B. & Cox, J. L. (2004). The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions. Journal of Marketing, 68, 1-15.