عنوان مقاله [English]
نویسندگان [English]چکیده [English]
Sales of institutions, especially business units that supply retail goods in virtual space (Internet) depend on adopting appropriate pricing methods of the product. Membership of purchaser, time of purchase, quantity of purchase and shopping channel as the basis of pricing schemes in business units, were considered in this study. Statistic society of this research includes management students that have passed marketing course at Mazandaran University. There were 400 students. The pre-condition for their participation in collecting data was that they had to do at least one online shopping. Sampling method was availability and sample size was 191 based on Morgan table. Finally, the effect of pricing based on differences in perceptions, attitudes and willingness to repurchase in virtual space users was studied by using LISREL software 8.80. It showed that test statistics of effectiveness for two models of pricing based on the purchase time (1.89)and shopping channel (-1.90) was smaller than the critical value of the table. So we cant reject the ineffectiveness of these models. Moreover, user perception of the fairness of the price affects his attitudes by impact coefficient of 0.42 and his repurchase by 0.4 coefficient, while the impact coefficient of user on his repurchase has estimated as 0.19 standard coefficient. According to estimated value of regression coefficients, it can be concluded that user perception has more effects on his repurchase than his attitudes.