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Engagement in Online Communities: Implications for Consumer Price Perceptions

Nguyen, Long TV; Conduit, Jodie; Lu, Vinh; Rao Hill, Sally

Description

Modern consumers are engaged in online communities where interaction with paying and non-paying customers impacts their knowledge and perceptions of marketing strategies such as dynamic pricing practice. Given the increased transparency of pricing strategies due to information sharing via online platforms, service providers need to understand the extent to which online communities influence consumer perceptions of price fairness. Drawing from social information processing and social identity...[Show more]

dc.contributor.authorNguyen, Long TV
dc.contributor.authorConduit, Jodie
dc.contributor.authorLu, Vinh
dc.contributor.authorRao Hill, Sally
dc.date.accessioned2016-06-14T23:21:27Z
dc.identifier.issn0965-254X
dc.identifier.urihttp://hdl.handle.net/1885/103918
dc.description.abstractModern consumers are engaged in online communities where interaction with paying and non-paying customers impacts their knowledge and perceptions of marketing strategies such as dynamic pricing practice. Given the increased transparency of pricing strategies due to information sharing via online platforms, service providers need to understand the extent to which online communities influence consumer perceptions of price fairness. Drawing from social information processing and social identity theories, we argue that online community engagement is positively related to consumers’ perceptions of the fairness of dynamic pricing strategies, and this relationship is fully mediated by community norms and rule familiarity. We further find the positive effect of community norms on perceived price fairness is stronger among consumers with a higher degree of online savviness.
dc.publisherChapman & Hall
dc.sourceJournal of Strategic Marketing
dc.titleEngagement in Online Communities: Implications for Consumer Price Perceptions
dc.typeJournal article
local.description.notesImported from ARIES
local.identifier.citationvolumePublished online: 23 Dec 2015.
dc.date.issued2015
local.identifier.absfor150501 - Consumer-Oriented Product or Service Development
local.identifier.absfor150507 - Pricing (incl. Consumer Value Estimation)
local.identifier.ariespublicationu5034689xPUB155
local.type.statusPublished Version
local.contributor.affiliationNguyen, Long TV, The University of Adelaide
local.contributor.affiliationConduit, Jodie, University of Adelaide
local.contributor.affiliationLu, Vinh, College of Business and Economics, ANU
local.contributor.affiliationRao Hill, Sally, University of Adelaide
local.description.embargo2037-12-31
local.identifier.doi10.1080/0965254X.2015.1095224
local.identifier.absseo910403 - Marketing
dc.date.updated2016-06-14T09:11:19Z
local.identifier.scopusID2-s2.0-84951285505
CollectionsANU Research Publications

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