消费者价格敏感度对大数据杀熟的抑制作用

近年来，电商平台利用大数据实施消费者杀熟成为社会广泛关注的议题。消费者价格敏感度对大数据杀熟现象具有抑制作用，情感态度在其中具有中介效用，但影响机制需要进一步研究。运用效果层次理论探究消费者价格敏感度对大数据杀熟现象的抑制作用，结果表明：产品差异通过影响消费者的情感态度间接影响消费者对电商平台大数据杀熟的抑制行为，网络口碑则直接影响消费者对电商平台大数据杀熟的抑制行为。消费者应将产品差异、网络口碑纳入个人消费参考标准，以此提高消费者价格敏感度，从消费端来抑制电商平台大数据杀熟行为。

The Inhibitory Effect of Consumer Price Sensitivity on Big Data-Enabled Price Discrimination

Consumer's price sensitivity has an inhibitory influence on big data-enabled price discrimination, in which consumers' emotional attitudes play an intermediary role, but the actual influence mechanism needs further study. In this paper, based on the effect hierarchy theory, we analyze the samples collected online using SPSS 26.0 and Amos 24.0. The results show that product differences will affect the consumers' inhibition behavior to big data-enabled price discrimination on e-commerce platforms by influencing consumers' emotional attitudes;online word-of-mouth will directly affect the inhibition behavior to big data-enabled price discrimination. Therefore, consumers need to incorporate product differences and online word-of-mouth into their own consumption reference standards to improve their consumer price sensitivity and curb the big data-enabled price discrimination on e-commerce platform from the consumer side.