The Effect Of Internet Word-of-Mouth Information Types On The Perception Of Price Fairness Under Cultural Consumption Situation

This dissertation focused on the effect of internet word-of-mouth information types(emotional vs.cognitive)on perception of price fairness under the cultural consumption situation,meanwhile the moderation effect of culture consumption types and spending objects,as well as the mediation effect of price dual role.This research builds two between-group experimental designs of 2(types of internet word-of-mouth: emotional vs.cognitive)× 2(types of cultural consumption: material vs.experiential),and 2(types of internet word-of-mouth: emotional vs.cognitive)× 2(spending on self vs.others).Through three experimental researches,it is found that:(1)the information type of IWOM(emotional vs.cognitive)affects the price fairness perception of consumers.In particular,emotional IWOM can significantly improve consumer price fairness perception compared to cognitive IWOM.(2)Type of cultural consumption(material vs.experiential)works as the moderator for this effect,that is,under the situation of material-based cultural consumption,the emotional IWOM is more obvious to the improvement of price fairness perception than cognitive IWOM,on the other hand,experiential-based cultural consumption situation weaken the effect of IWOM on perceptive price fairness.(3)At the same time,spending objects also play a moderator role,specifically,under the spending on others' situation,IWOM has a more significant improvement effect on perceptive price fairness of consumer comparing with spending on self's situation.(4)In addition,further research in this study shows that the dual role of price plays as a mediator.