应用心理学
應用心理學
응용심이학
Chinese JOurnal of Applied Psychology
2013年
4期
299~308
,共null页
价格公平感 归因理论双权利理论
價格公平感 歸因理論雙權利理論
개격공평감 귀인이론쌍권리이론
perception of price fairness, attri-bution theory, dual entitlement theory
采用实验情景模拟的方法，通过2X5的被试间设计，以712名被试作为研究对象，检验了在不同原因和不同商品涨价情景下消费者的价格公平感和购买意愿。在不提供涨价原因的情景下，被试的反应比较温和。根据归因理论，从控制点和可控性的维度区分了四种研究情景。结果发现，控制点和可控性之间的交互作用显著，控制点和商品种类的交互作用显著，消费者的消极情绪和对组织的评价在公平感与购买意愿之间具有部分中介效应。
採用實驗情景模擬的方法，通過2X5的被試間設計，以712名被試作為研究對象，檢驗瞭在不同原因和不同商品漲價情景下消費者的價格公平感和購買意願。在不提供漲價原因的情景下，被試的反應比較溫和。根據歸因理論，從控製點和可控性的維度區分瞭四種研究情景。結果髮現，控製點和可控性之間的交互作用顯著，控製點和商品種類的交互作用顯著，消費者的消極情緒和對組織的評價在公平感與購買意願之間具有部分中介效應。
채용실험정경모의적방법，통과2X5적피시간설계，이712명피시작위연구대상，검험료재불동원인화불동상품창개정경하소비자적개격공평감화구매의원。재불제공창개원인적정경하，피시적반응비교온화。근거귀인이론，종공제점화가공성적유도구분료사충연구정경。결과발현，공제점화가공성지간적교호작용현저，공제점화상품충류적교호작용현저，소비자적소겁정서화대조직적평개재공평감여구매의원지간구유부분중개효응。
This study applies the scenario-simulated method and adopts a 2 ~ 5 two factors subjects between sub- jects design. Based on a sample of 712 subjects, the researcher tested the main effect of different causali- ties and product categories on perception of price fairness and willingness to buy. When sellers in- crease price without providing reasons, subjects＇ re- actions are mild. According to the attribution theo- ry, the researcher distinguishes four additional re- search scenarios based on locus of control and con- trollability. The results reveal that the interactioneffect between locus of cause and controllability is significant in terms of perception of price fairness, firm evaluation, and willingness to purchase. The interaction effect between types of commodities and locus of cause is also significant. Negative emotion and firm evaluation practically mediate tbe relation- ship between perception of price fairness and willing- ness to purchase.
