Cena jako sygnał podrobienia produktu. Moderująca rola nastawiania regulacyjnego nabywcy
DOI:
https://doi.org/10.18559/SOEP.2018.11.1Słowa kluczowe:
Konsument, Cena produktu, Jakość produktu, Produkt, Eksperyment badawczyAbstrakt
Konsumenci, nabywając produkty na przykład na takich platformach cyfrowych, jak eBay lub olx, dość łatwo mogą natknąć się na podrabiane produkty. Produkty podrabiane są zazwyczaj sprzedawane za niewielki ułamek cen produktów oryginalnych. Odwracając powyższą relację przyczynowo-skutkową, można stwierdzić, że niska cena sugeruje możliwość podrobienia produktu. W takim przypadku cena może być wykorzystana jak informacja sugerująca, że produkt jest podrobiony (czyli jako sygnał podrobienia produktu). Głównym celem artykułu jest określenie skłonności nabywców do wykorzystania ceny jako sygnału podrobienia produktu. W badaniu eksperymentalnym na próbie 117 osób wykazano, że cena może być użyta jak sygnał produktu ale nie jest używana jako sygnał podrobienia produktu. Osoby o nastawieniu prewencyjnym (grupa o wysokim poziomie awersji do ryzyka) nie wykazywały większej awersji do produktu o niskiej cenie niż osoby o nastawieniu promocyjnym (grupa o niskim poziomie awersji do ryzyka).
Pobrania
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