The Effect Of Price Discrimination On Consumers' Purchase Intention Is Based On Individual Equity Bias

The development of the Internet makes it possible for businesses to obtain more consumer information through the Internet in real life,so it is more convenient for businesses to implement personalized pricing for different customers.For example,some apps charge more for the same service than Android users for mobile phones using Apple.Moreover,Taobao double eleven designs preferential policies more complex,increasing the time cost for consumers to obtain preferential policies,through this way effectively identifies and distinguishes different types of consumers,in order to obtain more revenue,these are real life cases involving personalized pricing,and this will distinguish consumers.The personalized pricing method can also be called price discrimination.Producers use effective information to identify consumers with different intrinsic values,and to achieve discriminatory pricing for different consumers.Past studies on price discrimination focused on the theoretical level.The development of price discrimination theory mainly involves whether the demand curve is linear and convex,market conditions,time preference,consumer value,total output and ultimate welfare.However,the ultimate purpose of price discrimination theory is generally to understand the impact of price discrimination on social welfare.At present,the theoretical explanation has not reached a consistent conclusion,but in recent years,more and more behavioral and experimental economic studies have begun to examine the impact of price discrimination strategies on heterogeneous consumers from an empirical point of view,thus analyzing the application effect of price discrimination phenomenon in reality,can not completely pass the traditional classics.The reason for the prediction of the theoretical model of economics.In addition,it is difficult for researchers to measure the impact of consumer perception of price discrimination on economic behavior because it is not easily observed in previous empirical data.This makes the in-depth research on price discrimination problem using the method of experimental and behavioral economics has become inevitable,such as through the corresponding design to examine consumer price discrimination strategy in different experiments in purchasing behavior,inequality aversion and reference point model based on the theory of behavioral economics to explain consumer price discrimination in the heart of the process Rational feeling and so on.In view of this,based on the previous study,the use of laboratory experiment and field experiment of the two emerging economics research method,investigate the consumers in the face of price discrimination,not individual fairness preference which affect the behavior of decision-making,and decision-making behavior of consumers to producers-pricing strategy Binding force.Both parties get different information,may make the behaviour of the parties in the transaction process changes,and different income groups may in the face of price discrimination,unfair aversion will be affected by the level of income,thus changing the purchase behavior.Among them,the main part of this paper for laboratory experiments,laboratory experiments add another field experiment on the main supplement.In this paper,descriptive statistical analysis,chart analysis,mean test,rank sum test and regression analysis are used to analyze the experimental data.The results show that even under the preconditions of full implementation of price discrimination,sellers(producers)still choose spontaneous price discrimination avoidance strategies and adopt them.Unified pricing strategy.Buyers(consumers)behavior not only influenced by commodity prices,but also by other factors,such as other buyers of the price of goods,related experiment conclusion and reference point model.Also,the initial endowment low sellers will appear more discriminatory pricing behavior,but with higher initial endowment pricing differences are not great.When the buyer value is low,the buyer has the motivation to implement high value pricing,low value buyers choose to make money and give up high value buyers income.The results also showed that when the buyer at a disadvantage inequity,to endure unfair degree is lower,consistent with inequality aversion coefficient measured by the experimental results and experiment.In addition,the experimental results show that except in the NI information processing group in the seller's price discrimination pricing strategy can make the seller's revenue increased significantly in other groups,the seller is the implementation of price discrimination on the seller's revenue has no obvious influence.That is to say,price discrimination does not bring positive or negative profits to sellers.