Reference Price,Perceived Price Fairness And Consumers' Purchase Intentions And Preference

With the development of digital era,dynamic pricing has been widely used in Airlines,hotels,retail industry,sports competition,entertainment event management and other industries.Dynamic pricing finds a good balance between the business and the buyers,and creates a broader space for price selection.At the same time,the implementation of dynamic pricing in the Internet environment is also a "double-edged sword",While increasing profits,merchants will inevitably affect the interests of consumers,thus affecting their choices.In this study,the performance ticket price in the secondary market of live entertainment is taken as the research object.In the secondary market of live entertainment,the demand for tickets of different performance types is obviously different,and the price fluctuates frequently,especially the premium of concert tickets.No matter from any angle,premium is not good for consumers.Consumers will inevitably have a certain degree of negative emotions,and at the same time,they will feel different degrees of unfairness.In the face of the choice of multi category,multi performance and multi-level ticket price,the choice of different reference price points will affect consumer perception and behavior changes,while reference prices are often affected by framing price.This article first explores the factors that influence consumers' acceptance of the relative / absolute increase of ticket prices,and then studies the impact of the reference price on consumer price perception,as well as the impact of perceived price fairness on consumer willingness and preference based on the different forms of price increase and different reference points.It is found that the initial ticket preferred by consumers is the most important factor influencing the highest acceptable price growth of consumers,and gender,education level,times and budget of watching performances per year and other factors also have an impact.In addition,the author found that in different forms of price increase,reference prices based on different reference points have significant differences in consumer price perception,and consumer perceived price fairness plays an intermediary role between reference prices and consumer purchase intention and preference.Finally,the author also found that in the form of relative increase,and when there are multiple reference points for reference price,the internal reference price of consumers will be higher,and correspondingly more able to accept higher purchase prices.