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当顾客购买产品之后,产品降价会导致顾客抱怨。基于价格公平感的研究视角,探讨购后情境下降价幅度对顾客抱怨的影响机制。通过两组情境模拟实验,研究结果表明:第一,价格公平感在降价幅度对顾客抱怨的影响中具有中介作用:降价幅度大(VS.小)会降低价格公平感,进而增加顾客抱怨;第二,当时间间隔长(VS.短)时,降价幅度对价格公平感的影响程度减弱;第三,当顾客感知降价原因可控性高(VS.低),时间间隔在降价幅度对价格公平感的影响中的调节作用就会减弱。这些研究结果进一步拓展和丰富了现有研究文献,具有重要的理论和实践意义。
When customers buy the product, the product price cuts will lead to customer complaints. Based on the research perspective of price fairness, this paper explores the impact mechanism of the price reduction in post-consumer situations on customer complaints. Through two sets of scenario simulation experiments, the results show that: First, the sense of price fairness plays an intermediary role in the impact of price reduction on customer complaints: Large price reduction (VS. Small) will reduce the price sense of fairness, thereby increasing customer complaints; Second, when the time interval is long (VS. short), the impact of the price reduction on the price sense of fairness weakened. Third, when the customer perceives that the reason for price control is high (VS. low), the price interval Sense of influence in the regulatory role will be weakened. These findings further expand and enrich the existing research literature, which has important theoretical and practical significance.