Transportation Dissertation
| Title | The Antecedents and Consequences of Perceived Price Unfairness－ Using $499 Promotion as an Example |
|---|---|
| Year | 2019 |
| Degree | Master |
| School | Institute of Transportation and Communication Management Science National Cheng Kung Universiry |
| Author | Example Ding Jyun Shen |
| Summary | The 499 promotion plan first launched by Chunghwa Telecom attracted a lot of people to sign up for the contract. Although price reduction promotions can catch consumers’eyes, the negative effects of perceived price unfairness should not be underestimated. In order to clarify the impact of the 499 promotion, this research takes the corporate image and inferred motive as the antecedents, perceived price unfairness and perceived value as the intermediary, satisfaction and loyalty as the consequences to explore the impact of 499 promotion on consumer behavior. In addition, due to the increasing consumer switching experience in recent years, our research will also incorporate the switching experience into the discussion. We conducted a questionnaire survey through the Internet. The valid number of samples was 443. The results of the analysis show that the negative inferred motive and the corporate image have positive and negative effects on perceived price unfairness. Perceived value and perceived price unfairness have significant effects on satisfaction and the negative effect of perceived price unfairness on loyalty is bigger than the positive effect of perceived value on loyalty. Besides, switching experience will moderate the effect between perceived price unfairness and satisfaction. Finally, this research discuss the results and provide a reference for future telecom operators to develop monthly rental plans and related marketing strategies |