The Effects of Individual Values on Willingness to Pay and Fairness Perceptions of Use Tax on Internet Purchases

Abstract

This study examines the impacts of three individual values on the willingness to pay and perceived fairness of use tax on Internet purchases. Analysis of survey data collected from 114 taxpayers reveals that while a strong sense of national identity is significantly correlated with fairness perceptions of use tax, it is not significantly related to perception of willingness to pay use tax. Our findings suggest that taxpayers with a high level of religiosity are more willing to pay use tax, although they do not perceive the use tax to be fair.

Citation

Zhang, L., Smith, E. and Gouldman, A. (2020), "The Effects of Individual Values on Willingness to Pay and Fairness Perceptions of Use Tax on Internet Purchases", Hasseldine, J. (Ed.) Advances in Taxation (Advances in Taxation, Vol. 27), Emerald Publishing Limited, Leeds, pp. 197-221. https://doi.org/10.1108/S1058-749720200000027007