Abstract
Online shopping has become popular and consumers commonly encounter an unfamiliar online retailer who practices an array of price discrimination strategies. Previous research suggests that price strategies are important for product and service differentiation for online businesses. By integrating two theories, the theory of Planned Behavior and the Technology Acceptance Model, this study investigates how consumers’ pre-perceptions toward online and online transactions affect consumers’ online retailer trust, price fairness perceptions, and purchase intentions. The proposed model comprises seven construct: Internet usage for shopping (IS), Perceived Web Risk (PWR), Structural Assurance of the Web (SAW), Online Transaction Trust (OTT), Online Retailer Trust (ORT), Price Fairness (PF), and Purchase Intention (PI). This study views online pre-perceptions including IS, PWR, SAW, and OTT as exogenous constructs of ORT. ORT influences PF and PIN. PF influences PIN. Online retailer familiarity and Price discrimination are operationalized as experimental variables.
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