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فراتحلیل عوامل مؤثر بر انصاف ادراکشده در استراتژی قیمتگذاری پویا | ||
مدیریت بازرگانی | ||
مقاله 13، دوره 10، شماره 1، 1397، صفحه 229-252 اصل مقاله (387.63 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2017.208145.2108 | ||
نویسندگان | ||
محسن نظری1؛ علی حیدری2؛ منیژه حقیقی نسب3؛ مهدی سمیع زاده* 4 | ||
1دانشیار گروه مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران | ||
2استادیار گروه MBA، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران | ||
3دانشیار گروه مدیریت بازرگانی، دانشکدۀ علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران | ||
4دانشجوی دکتری مدیریت بازرگانی (بازاریابی)، دانشکده مدیریت، دانشگاه تهران | ||
چکیده | ||
هدف اصلی این پژوهش، شناسایی عوامل مؤثر بر انصاف ادراکشده در استراتژی قیمتگذاری پویا و ترکیب کمی نتایج پژوهشهای انجام شده در این حوزه با رویکرد فراتحلیل است. جامعۀ آماری پژوهش، مقالههای چاپ شده در مجلههای علمی ـ پژوهشی بین سالهای 2000 تا 2015 در زمینۀ انصاف ادراکشدۀ مشتری از روش قیمتگذاری پویا بود. برای انجام این تحقیق پس از بررسی و پالایش بیش از 600 مقالۀ مرتبط با حوزۀ انصاف و قیمتگذاری پویا، 21 مقاله برای فراتحلیل انتخاب شد. پس از بررسی و تلخیص مقالههای انتخاب شده، در مجموع 26 متغیر شناسایی شد که در مقالههای انتخابشده بهعنوان متغیر تأثیرگذار بر انصاف ادراکشده در قیمتگذاری پویا بررسی شده بودند. نتایج مربوط به اندازۀ اثر مستقل و ترکیبی متغیرها نشان داد اندازۀ اثر سه متغیر «سن»، «نوع برند» و «نوع کاربرد» معنادار و قابل قبول نیستند، اما نتایج مربوط به اندازۀ اثر سایر متغیرها معنادار و قابل قبول بودند. | ||
کلیدواژهها | ||
اندازۀ اثر؛ انصاف ادراکشده؛ انصاف قیمتی؛ فراتحلیل؛ قیمتگذاری پویا | ||
عنوان مقاله [English] | ||
Meta-analysis of Influencing Factors on Perception of Fairness in Dynamic Pricing | ||
نویسندگان [English] | ||
Mohsen Nazari1؛ Ali Heidary2؛ Manijeh Haghighinasab3؛ Mehdi Samizadeh4 | ||
1Associate Prof. in Business Management, University of Tehran, Tehran, Iran | ||
2Assistant Prof. in MBA, Faculty of Management, University of Tehran, Tehran, Iran | ||
3Associate Prof. in Business Management, Alzahra University, Tehran, Iran | ||
4Ph.D. Student in Business Administration (Marketing), University of Tehran, Tehran, Iran | ||
چکیده [English] | ||
The main goal of this research is to identify influencing factors on perceived fairness in dynamic pricing and combination of quantitative results of researches conducted in this area with meta-analysis approach. The study population consisted of articles published in scientific journals conducted during 2000 and 2015 in the field of customer perceived fairness in dynamic pricing. For this reason, after the review and refine more than 600 articles related to the field of fairness and dynamic pricing, 21 articles were selected for meta-analysis. After review and summarize of selected articles, a total of 26 variables were identified that studied in the selected studies as a factor affecting the perceived fairness in dynamic pricing. Results showed that the effect sizes of three variables (Age, Brand Class, Type of Use) are not significant and acceptable. But the results related to the effect sizes of other variables are meaningful and acceptable. | ||
کلیدواژهها [English] | ||
Dynamic pricing, Effect Size, Meta analysis, Perceived Fairness, Price fairness | ||
مراجع | ||
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