Pricing New Service for Consumer Acceptance: The Influence of Consumer Characteristics and Expectations?

Schuhmacher, Monika C. ; Kuester, Sabine ; Fertmann, Anna-Lena

Document Type: Conference or workshop publication
Year of publication: 2014
Book title: 43rd European Marketing Academy Conference (EMAC) : Paradigm Shifts & Interactions ; 3-6 June 2014, Valencia, Spain ; conference proceedings
The title of a journal, publication series: Proceedings of the 2014 EMAC Conference
Page range: 196
Date of the conference: June 3.-6, 2014
Publisher: Bigné, Enrique
Place of publication: Valencia
Publishing house: Univ. de Valencia
ISBN: 978-84-370-9453-3
Publication language: English
Institution: Business School > Marketing & Innovation (Kuester 2005-)
Subject: 330 Economics
Abstract: In order to shed more light upon the effect of pricing for the successful launch of service innovations (SIs), we investigate the effect of a high versus low launch price on perceived price fairness and, ultimately, adoption intention and two potential moderators. In a experiment we find that the negative effect of a high versus a low launch price on price fairness is moderated by consumer innovativeness and expected future price reduction. Furthermore, we find price fairness to mediate the pricing strategy-adoption intention relationship. Results help managers to better design pricing strategies for SIs.
Additional information: Online Ressource

Dieser Eintrag ist Teil der Universitätsbibliographie.

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