Research about the impact of price character on transaction evaluation

Consumer price behavior is the practical origin of price perception. Price have been playing extremely significant role in human´s economic practice since its emergence, and it deeply influences human´s behavior. Consumer price overall perception can be jointly expressed by price cheapness, price fairness and price variety, which is constructed price character. This study examines the influence of price character on transaction evaluation. Empirical results show that in the evaluation of transaction cheapness, price fairness and price variety has positive impact; in the evaluation of transaction fairness, price variety has slight negative impact and price cheapness has positive impact; in the evaluation of transaction variety, price fairness has slight negative impact and price fairness has positive impact. It is undoubted that these fruits will give theoretical research and economic practice some guidance with the development of price theory research.