文化消费情境下网络口碑信息类型对价格公平感知的影响  

The Effect of Internet Word-of-Mouth Information Types on the Perception of Price Fairness under Cultural Consumption Situation

作　　者：徐珂[1] 周颖[1] Xu Ke;Zhou Ying(Antai College of Economics & Management, Shanghai Jiao Tong University, Shanghai 200030)

机构地区：[1]上海交通大学安泰经济与管理学院,上海200030

出　　处：《上海管理科学》2017年第2期33-38,共6页Shanghai Management Science

基　　金：国家自然科学基金面上项目:聚焦价格还是关注信息:感知价格不公平情境下文化产品的质量推断(71372105)

摘　　要：探究了网络口碑的信息类型(情感型vs.认知型)对文化消费价格公平感知的影响。发现在情感型网络口碑的影响下,消费者对文化消费的价格公平感知程度更高。同时,文化消费的类型(物质型vs.体验型)对这一效应起到调节作用,即在物质型文化消费的情形下,情感型网络口碑对价格公平感知程度的提升更加明显,而在体验型文化消费的情形下影响程度被削弱。此外,进一步研究发现,价格的双重角色感知在网络口碑信息对价格公平感知的影响效应中起到中介作用。This paper focused on the effect of internet word-of-mouth information types(Emotional vs.Cognitive)onperception of price fairness under the cultural consumption situation.We found out that consumers have a higher level of pricefairness perception under the influence of emotional internet WOM.Meanwhile,types of cultural consumption(material vs.experiential)work as the moderator,that is,under the material cultural consumption situation,the positive impact of emotionalinternet WOM is much more apparent.Besides,this paper also found out the dual role of price works as the mediator in this effect.

关 键 词：网络口碑信息类型 价格公平感知 文化消费 价格双重角色 

分 类 号：F731.55[经济管理—产业经济]