The Inhibitory Effect of Consumer Price Sensitivity on Big Data-Enabled Price Discrimination

doi:10.11885/j.issn.1674-5094.2021.12.09.03

Abstract

Abstract: Consumer's price sensitivity has an inhibitory influence on big data-enabled price discrimination, in which consumers' emotional attitudes play an intermediary role, but the actual influence mechanism needs further study. In this paper, based on the effect hierarchy theory, we analyze the samples collected online using SPSS 26.0 and Amos 24.0. The results show that product differences will affect the consumers' inhibition behavior to big data-enabled price discrimination on e-commerce platforms by influencing consumers' emotional attitudes;online word-of-mouth will directly affect the inhibition behavior to big data-enabled price discrimination. Therefore, consumers need to incorporate product differences and online word-of-mouth into their own consumption reference standards to improve their consumer price sensitivity and curb the big data-enabled price discrimination on e-commerce platform from the consumer side.

Key words: price sensitivity, big data-enabled price discrimination, the effect hierarchy theory, consumers, e-commerce platform

CLC Number:

YANG Xiaojie, WANG Yufei, YAO Fan. The Inhibitory Effect of Consumer Price Sensitivity on Big Data-Enabled Price Discrimination[J]. Journal of Southwest Petroleum University(Social Sciences Edition), 2022, 24(6): 21-28.

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URL: http://journal15.magtechjournal.com/Jwk_xnsk/EN/10.11885/j.issn.1674-5094.2021.12.09.03

http://journal15.magtechjournal.com/Jwk_xnsk/EN/Y2022/V24/I6/21

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