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A model to evaluate the effects of price fairness perception in online hotel booking

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Abstract

Research on consumer and market behavior related to prices has increased remarkably in recent years. Researchers have paid special attention to the effects of price perception in consumer purchasing processes. In this paper a model of antecedents and consequences of consumer price fairness perception in an online hotel booking setting is proposed. The results show that consumers use reference prices and are guided by their familiarity with online hotel bookings in determining price fairness. Moreover, when consumers perceive prices as fair, they show more confidence in the decisions made and are more satisfied with the price. However, there is no direct influence on loyalty, although this relationship appears indirectly through satisfaction with the price and confidence in the decision.

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Authors and Affiliations

  1. Faculty of Economics and Business Administration, University of Castilla-La Mancha, Plaza de la Universidad, 1, 02071 , Albacete, Spain

    María-Encarnación Andrés-Martínez, Miguel-Ángel Gómez-Borja & Juan-Antonio Mondéjar-Jiménez

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  1. María-Encarnación Andrés-Martínez
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  2. Miguel-Ángel Gómez-Borja
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Correspondence to María-Encarnación Andrés-Martínez.

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Andrés-Martínez, ME., Gómez-Borja, MÁ. & Mondéjar-Jiménez, JA. A model to evaluate the effects of price fairness perception in online hotel booking. Electron Commer Res 14, 171–187 (2014). https://doi.org/10.1007/s10660-014-9137-4

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