| In the fierce competition of market, price is the core information which affects consumers'behavior. Merchants and advertisers have explained the information about price to consumers by many ways of dissemination, in order to influence the price evaluation of consumers, and their consumption behavior. the consuming behaviors, are not simply determined by the level of commodity's prices, barriers of high price and purchasing at low are only external appearance which price affect, the true internal mechanism which influence consumers'behavior is the perception of price fairness.Studies have implied that, as long as commodity price increased, the price fairness of consumers will inevitably be lowered and arouse negative emotions.Appropriate information could be paid attention and be understood by consumers, while rationalized the phenonmenon of price increasing with appropriate attributions broadcasting, the comsumer have more possibility to purchase, not to confront with the business, such as complaining or reporting.From the view of Communication, When price increasing become a common phenomenon, the disseminators of information, such as merchants, advertisers, media and so on, how to influence consumer purchasing behavior due to improving communication skill of attributing information, which become practical significance of perception of price fairness for Communication.Thus, this research focus the influence of different attributions broadcasting on the price fairness.In this paper, experimental method and survey method are both adopted, and the scores of perception of price fairness in different attributing information testing groups are all collected. The results are dealed with SPSS17.0 for data analysis and testing. The main statistical analysis methods in this study, have contained that, descriptive statistics, correlation analysis, linear regression analysis , the mean T-test ( one-sample T-test, paired sample test , independent samples T-test ), analysis of variance.Conclusion of this paper :First, as long as the price increasing of goods involved , whether or not spread the reasons of price increasing, or spread the different reasons, or don't tell the price increasing reasons to consumer, consumers'perception of price fairness are all negative.Second, spreading the different reasons for price increasing, consumers'perceptions of price fairness are significantly different. Especially spread the reason for price increasing " to improve quality or service ", price fairness perception is the highest, and the lowest is that spread the reason for price increasing " the pursuit of more profits ".when price is increasing, if consumers believe that price increasing reasons are controllable, the perception of price unfairness is higher than that uncontrollable.Third, the degree of involvement of consumers has a significant effect on perception of price fairness. When emphasize on the information of consumers wanting to buy things and specific things, the consumers'high involvement will reduce the perception of price fairness, consumers are more likely to feel a sense of unfairness.Fourth, the consumer price fairness perception is related to consumers purchasing behavior and complaining behavior, the consumers'perception of price fairness has positive predictive power with purchasing behavior.The paper implies that, Choosing a positive attributting information content, avoiding negative attribution and controllability attribution, avoid referring to the contextual information which can increase the degree of purchasing involvement of consumers, can rise up the consumers'perception of price fairness to rising price; higher perception of price fairness can increase the likelihood of consumers'purchasing behavior, and reduce complaints, investigating and other uncooperative behavior. |
