价格离散对消费者网络团购参与意愿的影响:基于感知价格公平的分析

The Effect of Price Dispersion on Intention to Join Online Group Buying:Perceived Price Fairness

基于交易效用理论和公平理论,以一次性定价的团购模式为研究对象,通过实验方法分析不同的价格离散水平带来的感知价格公平和交易效用对于消费者团购参与意愿的影响.研究发现:第一,市场上的价格离散程度对消费者的感知价格公平有显著的负向影响,价格离散程度越高,消费者的感知价格公平程度就越低;第二,消费者的感知价格公平越高,消费者的交易效用就越高;第三,消费者的交易效用对消费者团购参与意愿有着显著的正向影响.最后,消费者的感知价格公平是市场价格离散水平和交易效用的完全中介变量,市场价格离散程度并不是直接作用于消费者的交易效用,而是通过消费者的感知价格公平作用于交易效用,最终影响消费者的团购参与意愿.

Based on transaction utility theory and equity theory, for fixed price model of online group buying, the effect of consumers＇ perceived price fairness and transaction utility, caused by the degree of price dispersion, on consumers＇ intention to join the online group buying was examined by the experimental method. The results show that： firstly, the price dispersion negatively impacts consumer＇s perceived price fairness, i.e. the wider the price dispersion is, the lower the consumer＇s perceived price fairness is; secondly, the higher the consumer＇s perceived price fairness is, the higher the consumer＇s transaction utility is; thirdly, the consumer＇s transaction utility is positively related to consumer＇s intention to participate in the online group buying. Finally, there exists no direct effect between price dispersion and transaction utility, and the relationship is mediated by perceived price fairness, i.e. through consumers＇ perceived price fairness, price dispersion indirectly effects on consumers＇ transaction Utility, and then effects on consumers＇ intention to join the online group buying.