The impacts of positive and negative price perceptions on price acceptability in the digital information goods market

Abstract

According to S-O-R (Stimulus-Organization-Response) model, actual price that consumers encounter represent the stimuli or cues activating the perception process. We developed a structural model that explains the price acceptability of digital information goods consumers. The empirical test results show that price fairness perception of consumers in the digital information goods marketplace is very important factor which affects strongly on the price acceptance directly and indirectly through payment intention. Sometimes, sale promotion would be effective, but the strategy will impair the consumers' price perception. ? 2014 International Information Institute.