A Study On The Impact Of Artificial Intelligence Pricing On Platform Users’ Willingness To Co-Create Value

The reorganization and aggregation of social resources have transformed the offline economy into a platform economy,and value co-creation has become a hot topic.With the help of big data and artificial intelligence,mainstream Internet platform companies have built artificial intelligence pricing models to collect user behavior data,visualize users’ behavior,predict their willingness to pay,and achieve full possession of consumer surplus.The pricing strategy has evolved into a user “algorithm”.However,this artificial intelligence pricing method breaks the logic that users used to recognize,and the personalized differential pricing will inevitably have an impact on users’ behavioral responses.Therefore,based on fairness theory,perceived value theory and value co-creation theory,this paper constructs a theoretical model to study the impact of artificial intelligence pricing on the willingness of platform users to co-creating value,using price fairness perception and perceived value as mediating variables and introducing the psychological variable artificial intelligence anxiety as moderating variable.Using an experimental approach,experimental data were collected based on different experimental scenarios to explore the mechanism of action and boundary conditions of the effect of artificial intelligence pricing on platform users’ willingness to value co-creation.The findings are drawn through empirical analysis,and the results show that:(1)Artificial intelligence pricing leads to lower value co-creation willingness of platform users compared to uniform pricing;(2)Artificial intelligence pricing leads to lower perceived price fairness and perceived value of platform users compared to uniform pricing;(3)Perceived price fairness and perceived value play a partially mediating and chain mediating role;(4)Artificial intelligence anxiety played a significant moderating role between artificial intelligence pricing and perceived price fairness,and between artificial intelligence pricing and perceived value,and the effect of artificial intelligence pricing on perceived price fairness and perceived value increased with increasing levels of artificial intelligence anxiety.This paper verifies the impact of artificial intelligence pricing on platform users’ willingness to value co-creation.Theoretically,the introduction of artificial intelligence pricing as an antecedent variable enriches the study of the antecedent variables of price fairness perception,perceived value and willingness to value co-creation,and the introduction of artificial intelligence anxiety as a moderating variable is a useful extension from psychology to marketing.Practically,the findings of this paper can provide reference suggestions for the marketing practice of platform enterprises as well as relevant departments,namely,platform enterprises should adjust their pricing methods for more reasonable price adjustment strategies;relevant departments should pay attention to the negative effects brought by artificial intelligence pricing and strengthen data protection to better protect the legitimate rights and interests of platform users.