Research On The Influence Mechanism Of Consumer Feedback On The Dynamic Adjustment Of Product Price

With the popularity of the Internet and smart phones,online shopping has become the main consumption channel for people.From the perspective of consumers,when buying goods,they pay more attention not only to the price,but also to the cost-effectiveness of the goods.However,due to the virtuality of cyberspace,there is a natural geographical space barrier between consumers and products,and consumers cannot experience the actual situation of products.This allows some businesses to take advantage of the advantage of information to manipulate market prices and sell low-quality products at high prices.This behavior of merchants has seriously damaged the interests of consumers and hindered the effective operation of the market.Consumer feedback is an information sharing mechanism that reflects the actual situation of goods and the bad behavior of merchants through consumer comments.Feedback content can affect merchants’ pricing strategies by influencing potential consumers’ purchase intentions.Therefore,discussing information feedback on the governance of high-price and low-quality from the perspective of consumers has important theoretical and practical significance for safeguarding consumer rights and healthy market development.On the basis of the existing literature,this study firstly constructs a theoretical model with feedback quantity,feedback quality and feedback emotion as independent variables,value perception and risk perception as intermediate variables,and consumers’ purchase intention as dependent variables from the perspective of information transmission mechanism.Taking the questionnaire data as the research sample,this study uses structural equation model to test the hypothesis,and explores the mechanism of information feedback affecting consumers’ purchase intention.Secondly,based on the assumption of bounded rationality,this study constructs a tripartite evolutionary game model of “consumers providing feedback information-potential consumers-merchants”.By solving the replication dynamic equation,it analyzes the evolution path of each agent under different conditions and the influence of related factors on the agent’s strategy selection.According to Lyapunov’s first law,the equilibrium point of the game is obtained.This study verifies the validity of the model analysis by assigning key parameters and using Matlab for simulation,thus deeply exploring the influence mechanism of consumer feedback on the dynamic adjustment of product prices.The findings are as follows:(1)Information feedback affects consumers’ purchase intention by affecting their value perception and risk perception.Specifically,the quantity,quality and emotion of feedback positively affect the value perception,and the value perception positively affects the purchase intention.The quantity,quality and emotion of information feedback negatively affect risk perception,and risk perception negatively affects purchase intention.Value perception plays a partial intermediary role in the influence of feedback emotion and feedback quality on consumers’ purchase intention.Risk perception plays a partial intermediary role in the influence of feedback quantity and quality on consumers’ purchase intention.The parallel intermediary effect of value perception and risk perception plays a complete intermediary role in the influence of feedback quality on consumers’ purchase intention.(2)The strategy evolution path of each player in the game is influenced by other players’ strategy choices and their own interest parameters,and there are three equilibrium points in the game system,namely(0,1,0),(1,1,0)and(1,0,1).(3)The impact of consumer information feedback on price dynamic adjustment is a spiral dynamic evolution process,influenced by the interest parameters of multiple parties.Specifically,reducing the cost of honest feedback,strengthening the investigation and punishment of false feedback,increasing the reputation loss of false feedback,and enhancing potential consumers’ trust in feedback information can prompt consumers to give honest feedback,potential consumers not to buy products,and merchants to reduce prices,thereby addressing the phenomenon of high prices and low quality.Finally,based on the research results,this study puts forward corresponding suggestions for improving the effect of information feedback,protecting consumers’ rights and promoting healthy market development in online transactions...