Fiyat ayrımcılığı, fiyat adaleti algısı ve tekrar satın alma niyeti arasındaki ilişkide çıkarımsal güdü ve değiştirme maliyetlerinin rolü Azerbaycan GSM operatörleri üzerine bir araştırma

This study investigates the understudied connections between price discrimination, perceived fairness, and consumer behavior in an oligopoly market with different levels of switching costs. Addressing gaps in existing research, it employs a quasi-experimental design utilizing scenarios and questionnaires to evaluate the impact of various price discrimination practices on price fairness perception and repurchase intention of consumers. The causal relationship in the study was conducted using an experimental design as mentioned above. The study used a one-group-only post-test quasi-experimental design. The participants were presented with scenarios and posters and then asked to give an evaluation of the situation. Key findings reveal that customer characteristics-based discrimination, as the sole practice, is significantly influencing price fairness perception. Notably, the consumer's inferred motive for price discrimination practice has served as a crucial mediator, highlighting the importance of perceived justification in forming price fairness perceptions. In addition, it was found that price fairness perception had a direct impact on both the pain of paying and repurchase intention. Notably, while switching costs emerged as a significant moderator in the relationship between price fairness perception and repurchase intention, it does not have any impact on the relationship between the pain of paying and repurchase intention. These findings provide valuable insights for firms navigating the sensitive balance between profitability and consumer loyalty in oligopolistic markets. Understanding how consumers interpret the motives behind pricing strategies is a critical fact, even though certain practices of price discrimination may be fundamentally inconsistent with price fairness. Moreover, taking advantage of high switching costs can be a valuable tool for retaining customers even in the face of potential fairness concerns.