The Impact Of Price Transparency On Customer Purchase Intentio

With the rapid development of society,the exchange model on the market has long evolved from a seller economy where supply exceeds demand to a buyer economy where supply exceeds demand.Sellers need to adopt various measures and methods to attract consumers’ attention and stimulate consumers’ desire to buy.So as to achieve the purpose of increasing sales.After sorting out,it is found that the main methods of the current sellers include advertising,price reduction promotions,full discounts,full gifts and other activities,but such activities are often a double-edged sword with pros and cons.On March 26,2021,Xuchang Fat Donglai Supermarket launched a different sales plan in its clothing area: indicating the cost price,which opened up a new sales pattern and showed that the cost price measure has an impact on sales The impact of this is yet to be verified,so this paper takes this background as an in-depth discussion.This article will adopt experimental methods to analyze and discuss,and draw conclusions through data analysis.This article focuses on the research theme and constructs a research framework with price transparency as the independent variable,price-perceived fairness and consumer perceived value as the intermediary variables,consumer purchase intention as the dependent variable,and product involvement as the moderating variable.The difference test is carried out through preliminary experiments and three formal experiments.With the help of SPSS 25.0 and AMOS18.0,Experiment 1 mainly verified the main effect of price transparency on consumers’ purchase intention;Experiment 2 added two variables,price-perceived fairness and consumer-perceived value,to measure its intermediary effect in the model;In Experiment 3,the product involvement variable was added to measure its moderating effect in the model.According to the analysis of experimental data,the following conclusions are drawn: price transparency positively affects consumers’ purchase intention;two variables,consumers’ perceived price fairness and consumer’s perceived value,play an intermediary role in the influence of price transparency on purchase intention;product involvement In-degree plays a moderating role in price transparency to consumers’ perceived price fairness and consumer’s perceived value.This article innovatively studies the differences in consumer purchase intention,perceived value,and perceived price fairness in the context of price transparency,provides new ideas for the pricing of products,and helps companies to innovate pricing based on different levels of product involvement.The plan,thereby enhancing consumers’ willingness to buy,has a certain reference significance for companies to further apply price transparency to promote sales.