价格公平感对消费者行为意向的影响

Perceived Price Fairness and Its Effect on Buyer＇s Behavioral Intention

本文通过理论回顾和定性调查，提出了价格公平感对消费者行为意向影响的理论框架，然后采取实验情景设计的方式，测试了涨价的归因和涨价的产品类别对价格公平感及行为意向的影响，以及负面情绪、态度的中介作用。研究发现：（1）对涨价的归因会影响消费者的价格公平感；（2）价格不公平感会直接影响消费者的行为意向，强化负面的行为意向，而降低积极的行为意向；（3）负面情绪和态度在价格公平感和行为意向之间起中介作用，但是对于不同的行为意向，情绪和态度的作用大小不同。

This paper proposed a conceptual framework to study the influence of perceived price fairness on buyer＇s behavioral intentions, h then tested the effect of the attribution of price increase and product category on perceived price fairness, as well as the mediating effect of emotion and attitude between perceived price fairness and behavioral intentions. The main findings of the study are： （1） the attribution of the price increase has a significant impact on perceived price fairness; （2） Perceptions of price fairness have a direct impact on behavioral intentions; （3） Negative emotion and attitude toward seller act as mediators between price fairness perception and behavioral intentions, but the importance of the two mediators differs for different behavioral intentions.