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Versioning, Price Fairness and Purchase Decision – An Empirical Investigation

Werner, Bastian; Brusch, Ines; Bürks-Arndt, Larissa


Companies typically offer different variants of a product to address many heterogeneous consumer needs. This involves improving, reducing, correcting, or dismantling existing parts of a product, which is called versioning. This also serves to capture the different willingness to pay of consumers. According to rational choice theory, consumers weigh benefits relative to their costs in evaluating a product and generate the purchase decision. Consequently, the production method should be irrelevant. The empirical evidence of this study contradicts this thought. Based on Equity theory and Dual-Entitlement theory, a quantitative survey has been carried out. In this context, the four versioning methods were examined to determine whether they appear fair to consumers and how/if they influence their purchasing decisions. The results provide new insights for researchers from a theoretical and practical point of
view, e.g., price fairness, and ethical convictions have significant effects on purchasing decisions. Finally, the paper gives some general implications and recommendations for future research.

Verlagsausgabe §
DOI: 10.5445/KSP/1000098012/05
Veröffentlicht am 05.10.2021
Cover der Publikation
Zugehörige Institution(en) am KIT Institut für Wirtschaftsinformatik und Marketing (IISM)
Publikationstyp Zeitschriftenaufsatz
Publikationsjahr 2020
Sprache Englisch
Identifikator ISSN: 2363-9881
KITopen-ID: 1000138632
Erschienen in Archives of Data Science, Series A (Online First)
Band 6
Heft 2
Seiten P05, 21 S. online
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