| In recent years,the phenomenon of big data-based pricediscrimination has aroused wide discussion in the society.In terms of air ticket booking,operators mislead consumers to attribute the fluctuation of air ticket price to the shortage of air tickets by making false image of air ticket shortage,so as to realize the purpose of hidden pricediscrimination.However,the existing research mainly focus on the qualitative analysis of big data from the perspectives of law and technology,while the quantitative research is based on the dynamic evolutionary game models.There is a lack of in-depth discussion on the influencing mechanism of big data-based pricediscrimination on consumers’ behavioral intention.And consumers’ willingness to continue to use is focus ofthe platform enterprise,which directly affects the subsequent development space of platform enterprises.However,the influence mechanism of big data-based pricediscrimination on consumers’ willingness to continue using is not very clear.Therefore,based on social cognitive theory and equity theory,this paperusesprice justice perceptionand network platform trust as mediator variables,information isolated island and price sensitivity for moderate variable,and constructs a theoretical model of the impact of big data-based pricediscrimination on the willingness to continue use,exploring the mechanism and boundary conditions of the impact of big data-based pricediscrimination on continuanceintention.This article usesthree experiments to verify the influence mechanism and research hypothesis of big data-based pricediscrimination on consumers’ intention to continue using.In addition,all experimental designs relate to big data kill cooked excluded the influence of specific factors such as discounted tickets,low and peak seasons,and tight air ticket on air ticket price changes.Experiment 1 uses a single-factor inter-subject design to test the main effect of big data-based pricediscrimination on consumers’ continuance intention;while experiment 2 and 3are both two-factor inter-subject designs to test the moderating effects of information isolated island and price sensitivity between big data-based pricediscrimination,price justice perception,and network platform trust respectively.SPSS21.0 software and PROCESS plug-in are used for data analysis and empirical test.The research results show that :(1)big data-based pricediscrimination significantly negatively affect the perception of price fairness,trust of network platform and willingness to continue using;(2)price justice perception and network platform trust respectively play a partial mediating role in the influence of big data-based pricediscrimination on continuanceintention;(3)price justice perception and network platform trust play a chain intermediary role in the influence of big data-based pricediscrimination and continuous use intention;(4)information isolated island positively regulates the relationship between big data-based pricediscrimination and price fairness perception,and price sensitivity positively regulates the relationship between big data-based pricediscrimination and price fairness perception,and network platform trust,while the positive regulating effect of information isolated island on big data-based pricediscrimination and network platform trust has not been verified.The above research results provide a reference for consumers and platform enterprises to take reasonable measures to deal with big data-based pricediscrimination.That is to say,the government department should pay attention to the negative effects of big data-based pricediscrimination and improve the legislative system.Platform companies should actively improve consumers’ perception of price fairness and network platform trust.Consumers should pay attention to the role of information isolated island and price sensitivity in the market,so as to avoid being killed by big data.Different from previous studies,this paper explores the influencing factors of continuance intention from the new research perspective of big data-based pricediscrimination,and innovatively explores the boundary conditions of the influence process of big data-based pricediscrimination on consumers’ continuance intention from the perspectives of information isolated island and price sensitivity. |
