定价主体、产品类型、提价归因对价格公平判断的影响——对大学生被试的研究  

Influences on price fairness perception: factors of price setter, commodity type, and causes for price adjustment

作　　者：葛岩[1] 秦裕林[2] 徐璐[1] 何俊涛[3] 李胜天[4] 

机构地区：[1]上海交通大学人文艺术研究院,上海200240 [2]上海交通大学凯原法学院,上海200240 [3]香港浸会大学传理学院 [4]上海交通大学bio-x研究院,上海200240

出　　处：《深圳大学学报（人文社会科学版）》2014年第5期92-98,共7页Journal of Shenzhen University：Humanities & Social Sciences

基　　金：上海交通大学文理交叉研究重点项目"公共产品定价公正性认知神经科学研究"(10JCZ01);"对罗尔斯分配正义原则的神经学研究"(13JCRZ03)

摘　　要：理解不同因素对于价格公平判断的作用有着理论和现实的双重意义。从定价主体、产品类型、提价归因与价格公平判断的关系角度,采用实验方法研究发现:(1)提价被普遍视为不公平行为,但私企主导的私人产品提价获较高公平判断;(2)涉及公共产品提价,国企、政府获相对略高的公平判断,私企则很难被接受;(3)利润追求是权重最大的提价归因,政府提高公共产品价格亦被认为由利润动机驱动;(4)提价归因与定价主体和产品类型有关,对公平判断有显著预测力;(5)成本增加是对公平判断最具预测力的正面归因,而监管缺失是对公平判断最具预测力的负面归因。Understand the impact various factors can have on public perception of pricing fairness has both theoretical as well as practical significances. We study public assessment of fair pricing according to the variables of who set the price, what is the commodity type, and the causes for price adjustment. We find that： （1） while consumers generally frown upon price hikes, price hikes in private goods by private enterprises are accepted more easily; （2） price rises in public goods is much more easily accepted when the service provider is the state or a state-owned enterprise vs. a private service provider; （3） profit seeking is the largest cause of price hikes and is perceived as such, even when the vendor in question is state-owned; （4） price rise cause attribution is deeply related to commodity type and who set the price, and can be predicted accordingly; （5） cost rise is the factor positive to public judgment of fair price rise that has the most predictive power, whereas regulatory disengagement is seen as the negative factor with the most predictive power.

关 键 词：价格公平判断 定价主体 产品类型 归因 

分 类 号：F203.9[经济管理—国民经济]