在危机期间,什么时候零售商应该提高价格? 在COVID-19大流行期间进行了纵向调查
Haeyoung Jeong1, Hongjun Ye2, Siddharth Bhatt3
1School of Business North Carolina Central University Durham North Carolina USA.
概括
随着COVID-19封锁的缓解,消费者对价格公平性的看法得到了改善. 积极的情绪,而不是负面的情绪,推动了这一变化,显示影响影响公平性超出了价格上.
科学领域:
- 消费者行为 消费者行为
- 心理学 心理学 心理学
- 经济学 经济学 经济学
背景情况:
- 由于COVID-19的流行,美国的消费者价格指数大幅上.
- 在危机期间,消费者对价格公平性的看法仍未得到充分研究.
研究的目的:
- 调查在COVID-19大流行期间消费者价格公平感知如何发展.
- 了解影响在调解这些感知中的作用.
主要方法:
- 从2020年4月到5月,对271名参与者进行了一项纵向研究.
- 数据收集捕获了不同流行病阶段的消费者影响和价格公平感知.
主要成果:
- 放宽封锁限制与减少对价格不公平的看法有关.
- 这种效应主要是通过增加积极影响而不是负面影响来调解的.
- 影响,受外部事件的影响,影响价格公平性判断.
结论:
- 消费者对价格上的反应是复杂的,并受到情绪状态的影响.
- 积极影响可以减轻人们对价格不公平的看法,即使是在经济危机期间.
- 这项研究通过突出局势影响在消费者公平感知中的作用,为定价文献做出了贡献.
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