The Impact of Product Knowledge and Partitioned Pricing on Consumer Behavior－Taking Electronic Products for Example
Date Issued
2009
Date
2009
Author(s)
Yen-Wei-Yu
Abstract
Due to the rapid development of information technology and Internet, people can’t live without computers. For the products like computers composed of many items, the large number of partitioned pricing is good way of presenting price. The consumer product knowledge to computer has gradually become a general distribution. Many studies have shown that consumer product knowledge would influence consumers the way they collect information and their purchase decision. Hence, in the context of partitioned pricing, how consumer product knowledge affect their decision is an important issue.hen a seller presents multiple prices for a single product or service instead of one all-inclusive price, this is referred to as partitioned pricing. According to the past research, a partitioned price containing small number of price component will make consumers underestimate total price and increase sales. However, a partitioned price containing large number of price component will have negative effect on sales. This research will show that the consumer product knowledge will affect consumer behavior in the context of partitioned pricing. Without providing total price, consumers with lower product knowledge will have lower perceived price fairness and they may not be able to accurately estimate total price. With providing total price, consumers with higher product knowledge will have higher perceived price fairness and they may be able to correctly estimate total price.
Subjects
partitioned pricing
product knowledge
perceived price fairness
SDGs
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