The Effect of Shipping Fee Structure on Consumer Evaluations of Online Offers

Nevena T. Koukova, Lehigh University, USA
Joydeep Srivastava, University of Maryland, USA
Martina Steul-Fischer, University of Erlangen-Nuremberg, Germany
Does shipping structure affect consumer evaluations of online offers? While threshold-based free shipping increases evaluations of offers above the threshold for free shipping, flat rate shipping improves evaluations of offers below the threshold. Perceived fairness mediates the observed effects. Providing an alternative referent or shipping structure justification attenuates consumer evaluations.
[ to cite ]:
Nevena T. Koukova, Joydeep Srivastava, and Martina Steul-Fischer (2011) ,"The Effect of Shipping Fee Structure on Consumer Evaluations of Online Offers", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.