人工智能定价对消费者价格公平感知的影响  

The Effect of Artificial Intelligence Pricing on Consumers’ Perceived Price Fairness

作　　者：宋晓兵[1] 何夏楠 SONG Xiaobing;HE Xianan(Schooi of Ecoaomics and Manaaement,Dalian University oS Techaolopn,Dalian 116424,China)

机构地区：[1]大连理工大学经济管理学院,辽宁大连116024

出　　处：《管理科学》2020年第5期3-16,共14页Journal of Management Science

基　　金：国家自然科学基金(71972024,71472020)

摘　　要：越来越多的企业开始利用人工智能进行个性化定价,但当消费者发现自己的价格高于其他消费者时,会产生更低的价格公平感知并抵制企业。如何利用可控的营销沟通手段降低个性化定价对价格公平感知的负面影响,是企业关注的重要现实问题。已有研究多从消费者因素、他人因素、企业因素开展研究,鲜有研究探讨定价主体因素对于遭受歧视定价的消费者价格公平感知的影响。基于归因理论提出研究假设,构建人工智能定价对消费者价格公平感知影响的研究模型,运用实验方法,利用笔记本电脑、宾馆酒店房间和杯子3种不同价格水平的产品作为研究标的,共收集714份有效问卷,通过Spss软件中的方差分析和Bootstrap分析,检验人工智能定价对消费者价格公平感知的影响机理,揭示蓄意性归因的中介作用以及管理控制感知和消费者心理逆反特质的调节作用。研究1结果表明,当面对同样的人际间价格差距时,消费者认为人工智能定价企业的蓄意性归因比销售人员定价企业更低,并由此对人工智能定价产生更高的价格公平感知;研究2结果表明,管理控制感知在人工智能定价对消费者价格公平感知的影响中起调节作用,当消费者得知企业能够控制定价结果时,人工智能定价对价格公平感知的影响会发生逆转;研究3结果表明,消费者心理逆反特质在人工智能定价对消费者价格公平感知的影响中起调节作用,在高心理逆反特质的消费者中,人工智能定价对价格公平感知及其后续行为意向的影响更加显著。从理论上,在人工智能时代拓展了现有价格公平感知研究,是归因理论在营销领域的进一步延伸应用,有助于更好理解当代消费者面对人机不同营销主体时产生的不同心理认知。从实践上,可以为采用人工智能个性化定价企业的营销沟通和服务补救策略提供借鉴。More and more companies begin to use AI(artificial intelligence)in personalized pricing.When consumers find that their prices are higher than those of others,they often have a lower perception of price fairness and resist the companies.How to use controllable marketing communications to reduce the negative impact of personalized pricing on consumers’perceived price fairness is an important practical issue drawing enterprises’attention.Most of the current research focuses on consumer factors,others’factors and enterprise factors,while few researchers discuss the effect of pricing subject factors on consumers’perceived price fairness.Based on the attribution theory,we proposed various research hypotheses,constructed a research model of the impact of artificial intelligence pricing on consumers’perception of price fairness,and used the experimental method to take three products of different price levels(laptop computer,hotel room,cup)as research objects.A total of 714 valid questionnaires were collected.We used ANOVA analysis and Bootstrap analysis in SPSS software to test the influential mechanism of AI pricing on consumers’perceived price fairness.We also examined the mediating effect of intentional attribution and the moderating effects of perceived managerial controllability and consumers’psychological reactance.The results show that when faced with the same interpersonal price gap,consumers believe that the intentional attribution of AI-pricing enterprises is lower than human-pricing enterprises,and thus have a higher perceived price fairness for AI pricing.The results of study 2 show that management control perception plays a moderating role in the effect of artificial intelligence pricing on consumers’perceived price fairness.When consumers know that enterprises can control the pricing result,the positive effect of AI pricing on perceived price fairness will be reversed.The results of Study 3 show that consumers’psychological reactance also plays a moderating role in the effect of artificial

关 键 词：人工智能 价格公平感知 归因理论 蓄意性归因 心理逆反 

分 类 号：F716.535[经济管理—产业经济]