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Consumer price behavior is the practical origin of price perception. Price have been playing extremely significant role in human's economic practice since its emergence, and it deeply influences human's behavior. Consumer price overall perception can be jointly expressed by price cheapness, price fairness and price variety, which is constructed price character. This study examines the influence of...
Consumer price behavior is the practical origin of price cheapness. This research examines the influential characteristics on price cheapness evaluation from involvement degree and perception experience, which chooses consumer price behavior in using mobile phone as testing object. Result shows that involvement degree positively impacts price cheapness, whereas price perception experience negatively...
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