The Effect of Price Discrimination on Fairness Perception and Online Hotel Reservation Intention
Yi-Fen Chen,
Tzu-Ting Pang,
Boedi Hartadi Kuslina
Abstract:In light of the development of online travel agencies (OTAs), the rules of the entire tourism industry have changed. Due to the ease of finding information and comparing products, consumers can choose a hotel not only by room type, but also by rate, according to their preferences. The purpose of this study was to explore the effect of price discrimination on the fairness perception toward reservation intentions. The interaction effects of the brand familiarity and the type of consumers on the fairness percepti… Show more
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