Student’s Name: Muhammad Umer Mujtaba

Roll No. 05
Degree: MSBA
Due Date: 26-12-2020
Article Review
All students are hereby directed to prepare an article review in following given format. Summary
should be precise, specific which must be written in bullets form preferably.

Article Title Price Unfairness in online Business

Abstract This research covers important issues namely, how the
different dimensions of trust that emerge at different
stages may influence unfairness in different ways, based
on the distinct nature of benevolence versus competence
trust, the role of retailer’s reputation plays in generating
consumer trust and the customers trust as loyal or non
loyal.
Purpose of Effect of unfairness in pricing on online business and
research
customers trust.
How this article This research provides important insight for both theory
differ from
and practice. It covers important issues that have not
previous research
been addressed previously.
Theory of research This research examines price variations that are perceived
to be unfair which then induce consumers to retaliate
online and use social media venues for consumer
complaints.
Research Cognitive Appraisal Theory is the basis of this research
framework

Questionnaire
design Theoretical research is conducted in this paper.
Sampling and data 997 respondents are used for data collection
collection

Results Results show for non loyal customers, indirect effects are
only associated with competence trust and for loyal
customers indirect effects are associated with
 benevolence trust.
implications This research has both theoretical and practical
implications.
Theoretical Moderated mediations confirmed that trust can indirectly
lead to retaliate as a consequence of unfairness price
perceptions for loyal customers of retailers with good
reputation.
Managerial It provides guidance regarding how consumer trust beliefs
about a firm can translate in to subsequent behavior
through unfairness perceptions. Managers tend to know
where their retail brands stands in order of good to
average reputations.
Limitation of i- This study used two well-known, well-established
Research
retailers even though they were significantly
different in their reputation.
ii- This study focus only one example of booking a
room in a hotel, it could include diversities in it.
Future research The future research could manipulate more brands in a
guidelines
controlled lab experiment to induce greater variance on
firm reputation.