Abstract:Firms are increasingly recognizing that consumers' perceptions of price fairness should be considered when making logistics decisions at the firm level. A key element of price fairness is the shipping charges that consumers pay. This is especially critical with respect to online retail shipping charges as they represent a substantial portion of consumers' total cost and are visible to consumers before they place an order. Perceptions of the fairness of these prices are believed to impact online shoppers' selection of a retailer as well as influence subsequent purchase behavior. While large retailers may be able to leverage scale economies in shipping to offer free shipping on many orders, smaller firms may not be able to offer this to consumers. Thus, the general expectations of consumers are an important competitive factor in the environment, especially for the small and medium enterprises that are employers of 70 percent of US workers. This study assesses the impact of shipping charge fairness upon consumer satisfaction, repurchase, and positive word-of-mouth outcomes for a focal firm. Additionally, the moderating influences of shipping charge magnitude and consumer experience are examined. Consumer perceptions of fairness are found to influence satisfaction as well as willingness to repurchase and make positive referrals.

中文翻译：

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检查运费公平性对消费者满意度和行为的影响

摘要：企业越来越认识到，在企业层面做出物流决策时，应考虑消费者对价格公平的看法。价格公平的一个关键因素是消费者支付的运费。这对于在线零售运费尤其重要，因为它们占消费者总成本的很大一部分，并且在消费者下订单之前就可以看到。人们认为，对这些价格公平性的看法会影响在线购物者对零售商的选择，并影响随后的购买行为。虽然大型零售商可能能够利用运输中的规模经济为许多订单提供免费送货服务，但较小的公司可能无法向消费者提供此服务。因此，消费者的普遍期望是环境中的一个重要竞争因素，特别是对于作为美国 70% 工人雇主的中小企业而言。本研究评估了运费公平对焦点公司的消费者满意度、回购和积极的口碑结果的影响。此外，还检查了运费幅度和消费者体验的调节影响。发现消费者对公平的看法会影响满意度以及重新购买和积极推荐的意愿。此外，还检查了运费幅度和消费者体验的调节影响。发现消费者对公平的看法会影响满意度以及重新购买和积极推荐的意愿。此外，还检查了运费幅度和消费者体验的调节影响。发现消费者对公平的看法会影响满意度以及重新购买和积极推荐的意愿。