关键词: 分割定价, 网络消费者, 购买决策, 市场垄断, 附加价占比

Abstract: Partitioned pricing affects consumers' judgment of commodity value, and further affects consumers' purchase decisions.
Based on the situation of market monopoly degree and the change of the proportion of added price, this paper studies the influence of
partitioned pricing on online consumers' decision-making. The conclusions are as follows: a）the influence of partitioned pricing on
online consumers' purchasing decision-making is negatively correlated with the degree of market monopoly; and b）The influence of
partitioned pricing on online consumers' purchasing decision-making is positively correlated with the proportion of additional price,
when college students reject any partitioned pricing while the middle aged and old people could accept partitioned pricing with the
average value of 12.6% and the max value of 50%. Therefore, the online companies or sellers should avoid partitioned pricing during the
whole process.

Key words: partitioned pricing, online consumer, purchasing decision, market monopoly, the proportion of additional price