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

Author

Listed:
  • Amir Hossein Sepehrian

    (Ferdowsi University of Mashhad)

  • Zahra Sadat Mirzazadeh

    (Ferdowsi University of Mashhad)

  • Malihe Sadat Aghaei Shahri

    (Technical and Vocational University (TVU))

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.

Suggested Citation

  • Amir Hossein Sepehrian & Zahra Sadat Mirzazadeh & Malihe Sadat Aghaei Shahri, 2023. "Effect of price transparency on the perception of fair price and satisfaction with the purchase of sports products," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 22(5), pages 327-337, October.
    • Handle: RePEc:pal:jorapm:v:22:y:2023:i:5:d:10.1057_s41272-022-00391-w
    DOI: 10.1057/s41272-022-00391-w
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    References listed on IDEAS

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