Tzu Kuan Kuo

The Moderating Role of Point-of-Purchase Price Information in Consumer Price Perception and Purchase Intention

Yuan-Shuh Lii, May-Ching Ding & Tzu Kuan Kuo · Journal of Economics, Management and Trade · 2023

Aims: Advertised reference prices are one of the contextual prices that have attracted substantial interest. This research proposes the moderating effect of point-of-purchase price information related to product line and other brand prices on consumers’ price perception and purch...

Open access Research Article 10.9734/jemt/2023/v29i71105

How Do We Perceive Prices? A Three-category Taxonomy of Reference Price Effect on Consumers’ Price Judgments

Yuan-Shuh Lii, May-Ching Ding & Tzu Kuan Kuo · Asian Journal of Economics, Business and Accounting · 2023

Aims: Price is one of the pivotal determinants when consumers make purchasing decisions. An unresolved issue in extant literature regarding factors that affect price referencing remains. The difficulty is in identifying types of price references that consumers will use in any giv...

Open access Research Article 10.9734/ajeba/2023/v23i8953