Effect of price transparency on the perception of fair price and satisfaction with the purchase of sports products

Amir Hossein Sepehrian (), Zahra Sadat Mirzazadeh () and Malihe Sadat Aghaei Shahri ()
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Amir Hossein Sepehrian: Ferdowsi University of Mashhad
Zahra Sadat Mirzazadeh: Ferdowsi University of Mashhad
Malihe Sadat Aghaei Shahri: Technical and Vocational University (TVU)

Journal of Revenue and Pricing Management, 2023, vol. 22, issue 5, No 2, 327-337

Abstract: Abstract Nowadays, one of the most important factors influencing the customers' behavior of buying sports products is the price and the components that affect it. In this regard, the present research aimed to investigate the effect of price transparency on perception of fair price and satisfaction with the purchase of sports products. In this regard, The results showed that price transparency has a positive and significant effect on the perception of fair price and customer satisfaction with the purchase. The perception of fairness has a positive effect on purchase satisfaction too. Finally, the results of structural equation modeling showed that the perception of fair price plays a mediating role in the relationship between price transparency and purchase satisfaction. Overall, this research provides a pricing perspective based on the perception of transparency and fairness in the sale of sports products.

Keywords: Consumer satisfaction; Price fairness; Price satisfaction; Price transparency; Satisfaction of purchase; Sports products (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1057/s41272-022-00391-w

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