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首页> 外文会议>Thirteenth Wuhan international conference on E-business >'Refunds' or 'Discounts'? Exploring the Compensation Framing Effect on Consumer's Perceived Fairness of Online Service Recovery
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'Refunds' or 'Discounts'? Exploring the Compensation Framing Effect on Consumer's Perceived Fairness of Online Service Recovery

机译：“退款”还是“折扣”？探索补偿框架对消费者在线服务恢复感知公平性的影响

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摘要

This paper studied the different impacts of two compensation frames, "giving refunds" and "offering discounts", on consumer's perceived fairness in the recovery of online pricing error.We found that people perceived more fairness from a negative frame "offering discounts" than from a positive frame "giving refunds" in general.Then we introduced the regulatory fit theory to elucidate the compensation framing effect and checked the moderating effect of regulatory focus, the results showed that there was a fit between compensation frames and regulatory focus, "giving refunds" was promotion-focused and "offering discounts" was prevention-focused."Giving refunds" was perceived as more fair than "offering discounts" for participants with a promotion focus while "offering discounts" was perceived as more fair than "giving refunds" for participants with a prevention focus.We also checked the moderating effect of compensation depth,consumers perceived the negative frame "offering discounts" (the positive frame "giving refunds") as more (less) fair than the positive frame "giving refunds" (the negative frame "offering discounts") under high-depth compensation condition;but under low-depth compensation, the result was not salient.
机译：本文研究了“给予退款”和“提供折扣”这两种补偿框架对在线定价错误的恢复中消费者感知公平的不同影响。我们发现，人们从负框架“提供折扣”中获得的公平感要大于从“折扣”中获得的公平感。然后，我们引入了监管适应理论来阐明薪酬框架的影响，并检验了监管焦点的调节作用，结果表明，薪酬框架与监管焦点之间存在契合度，即“给予退款”。 “以促销为重点，以“提供折扣”为预防重点。对于以促销为重点的参与者，“提供退款”被认为比“提供折扣”更公平，而“提供折扣”被认为比“提供退款”更公平。我们还检查了补偿深度的调节作用，消费者认为负面框架“提供折扣”（在深度补偿条件下，“给予退款”的积极框架比“给予退款”的积极框架（“提供折扣”的负面框架）更公平（不公平）；但在低深度补偿的情况下，结果并不明显。

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