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近年来物价持续上涨,一些快速消费品企业采取了减量不加价的隐性涨价方式引发争议。本文构建了显性、隐性两种涨价框架,通过两个以学生为样本的实验探讨了显性、隐性涨价方式对感知公平和购买意愿的影响的差异。结果表明:(1)与隐性涨价方式相比,消费者面临显性涨价方式时的感知公平和购买意愿更高;(2)涨价幅度与产品价格存在调节作用,当涨价幅度较低或产品价格较低时,显性涨价方式下的购买意愿高于隐性涨价方式;当涨价幅度较高或产品价格较高时,两种涨价方式下的购买意愿无显著差异。
In recent years, prices continued to rise, some FMCG companies adopted a recessive price increase non-price controversy. This paper constructs two explicit and implicit framework of price increase. Through two experiments with students, this paper discusses the differences between the explicit and implicit price increases on perceived fairness and purchase intention. The results show that: (1) Compared with the recessive price increase, perceived fairness and willingness to buy are higher when consumers face the explicit price rise; (2) There is a regulatory role between the price rise and the product price. When the price increase Lower or lower product prices, the apparent purchase price will be higher than the recessive price increases; when the price increase is higher or higher product prices, the two purchase price will not significantly change difference.