Driving effect on price variety from involvement degree and price perception experience

Consumer price behavior is the practical origin of price variety. Consumer price overall perception can be jointly expressed by price cheapness, price fairness and price variety. Price variety is an important dimension of price evaluation, and consumer´s involvement degree and price perception experience as price environmental factor can affect price evaluation. In order to explore the relationship between price behavior and price evaluation, this research examines the influential characteristics on price variety 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 variety, whereas price perception experience negatively influences price variety. This contribution brings theoretical researcher and practitioner from qualitative perception of consumer price behavior character up to quantitative evaluation and managerial level.