Abstract
Fiyatlandırma,
işletmenin kârını doğrudan etkileyen tek pazarlama karması elemanıdır. Ürünün
değeri hakkında müşterilere mesaj verir. Günümüzde internet üzerinden yapılan
satışlardaki fiyatlandırmalar geleneksellikten uzak, dinamik fiyatlandırma
olarak (fiyatların; zaman üzerinden müşterilere veya ürüne göre ücretlendirilme
stratejisi) gerçekleşmektedir. Bu makale internetteki alışveriş sitelerinde
uygulanan dinamik fiyatlandırmanın müşterilerin algıladığı değere olan
ilişkisini araştırmaktadır. Çalışmada tüketicinin internetteki dinamik
fiyatlandırmaya olan değer algısı nitel bir çalışmayla yürütülmüştür. Eski
çalışmalara göre internetteki dinamik fiyatlandırma müşteri değer algısına
olumsuz etki ederken, araştırmada elde edilen sonuçlara göre bu etkinin
azaldığı bunun yerine e-perakendecilerin müşteriye sunduğu değerlerin önemli
rol oynadığı görülmüştür.
References
- Ambler,T. (2001). Value based marketing: Marketing strategies for corporate growth and shareholder value. Journal of Brand Management, 8, 463-466.
- Armstrong, G., & Kotler, P. (2000). Marketing: An introduction. 5th ed., Prentince Hall.
- Bolton, L.E., Warlop, L. & Alba, J.W. (2003). Consumer perceptions of price (un)fairness. Journal of Consumer Research, 474-491.
- Dai, B. (2010). The impact of perceived price fairness of dynamic pricing on customer satisfaction and behavioral intentions: the moderating role of customer loyalty (abstract) Yayımlanmamış doktora tezi, Auburn University.
- Doyle, P. (2000). Value based marketing strategies for corporate growth and shareholder value. 2nd ed. Prentince Hall.Haws, K.L., & Bearden, W.O. (2006). Dynamic pricing and consumer fairness perceptions. Journal of Consumer Research, 33(3), 304-311.
- Heda, S., Caine, S., & Mewborn, S. (2017). How customers percieve price is as the price itself. Harvard Business Review (dijital makale). https://hbr.org/2017/01/how-customers-perceive-a-price-is-as-important-as-the-price-itself
- Kannan, P.K., & Kopalle, P.K. (2001). Dynamic pricing on the Internet: Importance and implications for consumer behavior. International Journal of Electronic Commerce, 63-83.
- Oliver, R.L. (1997). Satisfaction: A behavioral perspective on the consumer. Irvin, Mc Graw- Hill, 28.
- Rayport, J.F. & Sviokla, J.J. (1995). Exploiting the virtual value chain. Harvard Business Review, 75-85.
- Stylianou, A., Kumar, R.L., & Robbins, S.S. (2005). Pricing on the internet and in conventional retail channels: A study of over-the-counter pharmaceutical products. International Journal of Electronic Commerce, 10(1), 135-148.
- Xia, L., Monroe, K.B., & Cox, J.L. (2004). The price is unfair! A conceptual framework of price of fairness perceptions. Journal of Marketing, 1-15.
- Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.
- http://www.eticaretraporu.org/wp-content/uploads/2017/04/TUSIAD_E-Ticaret_Raporu_2017.pdf (12.11.2017 erişildi.)
- http://www.tuik.gov.tr/PreHaberBultenleri.do?id=21779 (29.11.2017 erişildi.)
Abstract
Pricing is the only marketing parameter that can
directly affect a company’s revenue. It implies the value of the product to the
customers. In today’s internet marketing field, traditional and conventional
pricing methods are replaced by dynamic pricing (a pricing strategy that
changes by time depending on the product types or customer characteristics).
methods. In this research, the relationship between customer-perceived-value
and dynamic pricing on the e-commerce websites, is examined. In this article, customers
perception of value based on the dynamic pricing on e-commerce websites was
determined by qualitative measurement method. Previous studies showed that
dynamic pricing had negative impact on the customer-perceived-value whereas our
results support that this negative impact got reduced and instead the values
presented by the e-commerce websites play more important role on the value
perception of the customers than the dynamic pricing.
References
- Ambler,T. (2001). Value based marketing: Marketing strategies for corporate growth and shareholder value. Journal of Brand Management, 8, 463-466.
- Armstrong, G., & Kotler, P. (2000). Marketing: An introduction. 5th ed., Prentince Hall.
- Bolton, L.E., Warlop, L. & Alba, J.W. (2003). Consumer perceptions of price (un)fairness. Journal of Consumer Research, 474-491.
- Dai, B. (2010). The impact of perceived price fairness of dynamic pricing on customer satisfaction and behavioral intentions: the moderating role of customer loyalty (abstract) Yayımlanmamış doktora tezi, Auburn University.
- Doyle, P. (2000). Value based marketing strategies for corporate growth and shareholder value. 2nd ed. Prentince Hall.Haws, K.L., & Bearden, W.O. (2006). Dynamic pricing and consumer fairness perceptions. Journal of Consumer Research, 33(3), 304-311.
- Heda, S., Caine, S., & Mewborn, S. (2017). How customers percieve price is as the price itself. Harvard Business Review (dijital makale). https://hbr.org/2017/01/how-customers-perceive-a-price-is-as-important-as-the-price-itself
- Kannan, P.K., & Kopalle, P.K. (2001). Dynamic pricing on the Internet: Importance and implications for consumer behavior. International Journal of Electronic Commerce, 63-83.
- Oliver, R.L. (1997). Satisfaction: A behavioral perspective on the consumer. Irvin, Mc Graw- Hill, 28.
- Rayport, J.F. & Sviokla, J.J. (1995). Exploiting the virtual value chain. Harvard Business Review, 75-85.
- Stylianou, A., Kumar, R.L., & Robbins, S.S. (2005). Pricing on the internet and in conventional retail channels: A study of over-the-counter pharmaceutical products. International Journal of Electronic Commerce, 10(1), 135-148.
- Xia, L., Monroe, K.B., & Cox, J.L. (2004). The price is unfair! A conceptual framework of price of fairness perceptions. Journal of Marketing, 1-15.
- Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.
- http://www.eticaretraporu.org/wp-content/uploads/2017/04/TUSIAD_E-Ticaret_Raporu_2017.pdf (12.11.2017 erişildi.)
- http://www.tuik.gov.tr/PreHaberBultenleri.do?id=21779 (29.11.2017 erişildi.)
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Uluslararası Toplumsal Bilimler Dergisi Cilt 2 Sayı 1 |
| Authors | |
| Publication Date | June 15, 2018 |
| Published in Issue | Year 2018 Volume: 2 Issue: 1 |
