Search Results (3)

Despite free access to complete information regarding hotel quality and reference prices, consumers perceive significant price differences across different online platforms. We explore how perceived price dispersion on online travel agency platforms influences consumer purchase intention through mental account theory and propose a psychological mechanism explaining why consumers may tolerate and even embrace price discrepancies. Study 1 employs a scenario-based experiment that manipulates differing levels of price dispersion for the same hotel booking, demonstrating that higher PPD significantly amplifies perceived transaction utility and, in turn, acquisition utility. Study 2 corroborates these findings through an online survey with judgment sampling, highlighting that consumers—despite access to comprehensive OTA information—are often motivated, rather than deterred, by price discrepancies; multiple variable combinations were tested to ensure robust findings. This study challenges traditional marketing theories suggesting that price dispersion signals market unfairness and reduces consumers’ purchasing intention; instead, it mentally stimulates consumers. This perception enhances transaction and acquisition utility, positively impacting purchase intention. We also offer a robust model for mechanism study and provide insights for leveraging price dispersion as a cost-less promotional strategy, potentially increasing consumer engagement without additional marketing expenditure. We contribute to the literature by integrating the mental account theory into the context of online marketplaces and developing a price dispersion model with psychological utility in the consumer decision-making process. Full article

Taxis play a crucial role as an on-demand transportation mode in developing countries due to perceived inefficiencies of cities’ public transportation systems. However, studies on the locational distribution of taxis in urban areas are limited, despite the need to improve passenger service quality by balancing the demand and supply of taxi services. Notably, taxi stations possess distinct characteristics compared with other public transport stations that serve passengers directly; in contrast, taxi stations solely support taxi drivers in locations where they begin and conclude their work. This study aims to determine the spatial distribution pattern and assess the agglomeration economies of taxi stations, using Bangkok as a case study, a city with a significant number of registered taxis and dispersed taxi stations. This research takes into account various spatial variables, including land price, land use mix index, population density, and gas station locations. The primary tool for analyzing the spatial distribution pattern was the spatial statistics model, employing ArcGIS 10.8 software. The analysis consisted of three steps: testing for clustered or dispersed patterns using Moran’s I, applying Anselin’s local Moran’s I (LISA) to examine the relationship between taxi station coordinates and spatial variables such as land price, land use mix index, and population density, and evaluating the relationship between taxi stations and energy service stations using the network analysis tool. The results revealed that taxi stations exhibited a spatially clustered pattern and were closely correlated with the land use mix index, land price, and population density, as indicated by Moran’s index values of 0.425, 0.328, and 0.373, respectively, especially those located within a 3000 m radius of gas stations. These findings elucidate the location selection of taxi stations, which tend to prioritize areas that can generate maximum profits for the taxi business rather than those with minimal location costs. They also tend to be situated in proximity to market areas. Additionally, the study recommends that the government consider promoting electric taxis as a sustainable mode of urban transport in the future to reduce the usage of natural gas (NGV) and liquefied petroleum gas (LPG). Full article

The methods consumers use to reduce their perceived risk and make reasonable purchase decisions can be synthesized under the umbrella term “consumer information search behavior” (CISB). As one key factor that conveys a product’s value and quality, price has a significant impact on CISB. There are few studies that comprehensively consider the impact of price level (PL) and perceived price dispersion (PPD) on CISB, and there is a certain disagreement about the impact of PPD specific to the online shopping environment. To address this research gap, we construct a model using the data from 5515 consumers’ purchasing and browsing behavior on a B2C e-commerce website, selecting six products as our research objects. We use a hierarchical regression analysis method to study the influence of product PL and PPD on CISB, and to explore the moderating effect of product categories (durables and consumables) on the relationship between PL, PPD and CISB. The results show that PL significantly affects CISB, and that product categories have a significant moderating effect on the relationship between PL and CISB. For durable goods, when the PL is high, consumers tend to increase their search behavior, both in depth and in breadth, and for consumables with low PL but higher purchase frequency, consumers likewise tend to increase their search behavior. In the B2C online shopping environment, PPD has a significant positive effect on CISB, and product category has a moderating effect on the relationship between PPD and CISB. When consumers purchase consumables, the higher the PPD, the higher the depth of CISB. The findings have several implications for marketing practitioners and enterprises advertising, also can help customers save time and energy in their search behaviors. Full article