算法价格歧视下消费者感知背叛与应对策略分析  

Analysis of Consumer Perceived Betrayal and ResponseStrategies under Algorithmic Price Discrimination

作　　者：刘延雪 Liu Yan-xue(College of Politics and Public Administration,Tianjin Normal University,Tianjin 300387)

机构地区：[1]天津师范大学政治与行政学院,天津300387

出　　处：《价格月刊》2024年第3期39-46,共8页

基　　金：天津市哲学社会科学规划重点项目“习近平消除贫困思想与实践研究”(编号:TJKS18)。

摘　　要：随着大数据的广泛应用,算法已经深入人们的日常生活中,但出现了较多针对消费者的算法价格歧视。基于归因理论与关系质量理论,通过实地调查的方式,检验分析算法价格歧视对消费者的感知背叛情况的影响机理。研究关系质量与价格敏感度的中介变量效应,来进一步探算法价格歧视和消费者感知背叛、蓄意归因的关系。研究显示,高算法价格歧视对消费者可以产生更强的蓄意归因,使消费者可以感受到更强的感知背叛,如果企业与消费者之间有着较高的关系质量,那么算法价格歧视将会引起消费者产生更强烈的感知背叛。With the widespread application of big data,algorithms have penetrated into people’slives,and the oc-currence of algorithmic price discrimination is also common.In this study,based on attribution theory and rela-tionship quality theory,the impact mechanism of algorithmic price discrimination on consumers’perceived be-trayal is analyzed through field investigations and other methods,and the mediating variable role of intentional attribution is studied,Further explore the moderating relationship between relationship quality and price sensitiv-ity.Research has shown that high algorithmic price discrimination can generate stronger intentional attribution towards consumers,allowing them to feel strong betrayal.If the quality of the relationship between merchants and consumers is higher,algorithmic price discrimination will generate a stronger sense of betrayal towards consumers.

关 键 词：算法价格歧视 价格敏感度 感知背叛 

分 类 号：F726[经济管理—产业经济]