Impact of perceived price fairness on purchase intentions across e-commerce platforms and physical stores: Evidence from the household electronics market in Hanoi
Published: August 3, 2026
Abstract
Against the backdrop of a rapidly expanding multichannel retail landscape and the proliferation of e-commerce platforms, this study employs a PLS-SEM approach to examine the impact of perceived price fairness on consumers’ purchase intentions for household electronic appliances in Hanoi. The analysis elucidates both the direct and indirect effects of perceived price fairness, particularly as shaped by perceived value and relevant mediating constructs. The findings highlight the pivotal role of price fairness perceptions in shaping consumer behavior and offer a robust empirical basis for understanding how pricing dynamics influence sustained purchase intentions in the electronic appliances sector.
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