CAJ | 학술논문

理解不同因素对于价格公平判断的作用有着理论和现实的双重意义。从定价主体、产品类型、提价归因与价格公平判断的关系角度,采用实验方法研究发现：（1）提价被普遍视为不公平行为,但私企主导的私人产品提价获较高公平判断;（2）涉及公共产品提价,国企、政府获相对略高的公平判断,私企则很难被接受;（3）利润追求是权重最大的提价归因,政府提高公共产品价格亦被认为由利润动机驱动;（4）提价归因与定价主体和产品类型有关,对公平判断有显著预测力;（5）成本增加是对公平判断最具预测力的正面归因,而监管缺失是对公平判断最具预测力的负面归因。
리해불동인소대우개격공평판단적작용유착이론화현실적쌍중의의。종정개주체、산품류형、제개귀인여개격공평판단적관계각도,채용실험방법연구발현：（1）제개피보편시위불공평행위,단사기주도적사인산품제개획교고공평판단;（2）섭급공공산품제개,국기、정부획상대략고적공평판단,사기칙흔난피접수;（3）리윤추구시권중최대적제개귀인,정부제고공공산품개격역피인위유리윤동궤구동;（4）제개귀인여정개주체화산품류형유관,대공평판단유현저예측력;（5）성본증가시대공평판단최구예측력적정면귀인,이감관결실시대공평판단최구예측력적부면귀인。
Understand the impact various factors can have on public perception of pricing fairness has both theoretical as well as practical significances. We study public assessment of fair pricing according to the variables of who set the price, what is the commodity type, and the causes for price adjustment. We find that：（1） while consumers generally frown upon price hikes, price hikes in private goods by private enterprises are accepted more easily; （2） price rises in public goods is much more easily accepted when the service provider is the state or a state-owned enterprise vs. a private service provider; （3） profit seeking is the largest cause of price hikes and is perceived as such, even when the vendor in question is state-owned; （4） price rise cause attribution is deeply related to commodity type and who set the price, and can be predicted accordingly; （5） cost rise is the factor positive to public judgment of fair price rise that has the most predictive power, whereas regulatory disengagement is seen as the negative factor with the most predictive power.