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


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


URL: http://adeit.estaticos.econgres.es/2014EMAC/guia20...
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
Page range: 196
Date of the conference: June 3.-6, 2014
Author/Publisher of the book
(only the first ones mentioned)
:
Bigné, Enrique
Place of publication: Valencia
Publishing house: Univ. de Valencia
ISBN: 978-84-370-9453-3
Publication language: English
Institution: Business School > ABWL, Marketing & Innovation (Kuester)
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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Schuhmacher, Monika C. ; Kuester, Sabine ORCID: 0000-0003-0985-2288 ; Fertmann, Anna-Lena Pricing New Service for Consumer Acceptance: The Influence of Consumer Characteristics and Expectations? Bigné, Enrique 196 In: 43rd European Marketing Academy Conference (EMAC) : Paradigm Shifts & Interactions ; 3-6 June 2014, Valencia, Spain ; conference proceedings (2014) Valencia [Conference or workshop publication]


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