Partitioned Or Not Partitioned? Research On The Impact Of Partitioned Pricing On Consumers' Purchase Intention In The Context Of E-commerce

In the rapidly development of the E-commerce market,a large number of consumption theories have been derived.Partitioned pricing has also been favored by many scholars by dividing the price of products or not,and the decision changes that finally bring to consumers.This paper introduced the theory of partitioned pricing,and studies the special surcharge of “shipping fees” in the E-commerce market.By comparing the decision-making changes caused by the existence of surcharges in consumers in different market competition environments,this paper discusses the particularity of the E-commerce market environment and its impact on the consumers' willingness to purchase.In this paper,three experimental studies were conducted through questionnaire survey.First,the effect of "shipping fees" on consumers' purchase intention was discussed by dividing product's shipping charges.In the second study,the control of the nature of surcharges discussed whether the negative effect of surcharge on consumers is only reflected in the special surcharge of shipping fees.The third part of the study adds regional differences in shipping free and continues to explore the impact of the particularity of China's E-commerce market environment on consumers' decision-making.The statistical results show that :(1)the partitioned of shipping fees reduced consumers' purchase intention;(2)the negative impact brought by the partitioned of surcharge is only reflected in the division of shipping fees.(3)the particularity of China's E-commerce market environment plays a significant role in consumers' purchasing decisions.This paper creatively links the partitioned pricing theory with the changes in consumers' purchase intention,which ultimately influences the purchase of products,complements the existing research on consumers' willingness to purchase,enriches existing research,and expands the theory of partitioned pricing.The model combines the theoretical basis of segmentation pricing with actual research results to provide reference data and models for actual sales,helping E-commerce operators understand the value that goods are brought to them,providing advice and suggestions for their marketing strategies,and upgrading their competitiveness in the online market.