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.
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