价格透明度对消费者购买意愿的双刃剑效应：产品涉入度的调节机制研究
The Double-Edged Sword Effect of Price Transparency on Consumers’ Purchase Intention: A Study of the Moderating Mechanism of Product Involvement

在数字化时代，价格透明度对消费者购买意愿有显著影响。它能降低信息搜索成本，增强对产品价值的认知，但过度透明可能导致价格敏感性增加，降低购买意愿。产品涉入度调节了这一关系，高涉入度消费者对价格透明度的正面影响更敏感，而低涉入度消费者则对负面影响更敏感。研究发现，价格透明度对购买意愿有显著正面效应，且产品涉入度在其中起关键调节作用。这为企业制定价格策略和提升透明度提供了实证支持。
In the digital era, price transparency has a significant effect on consumers’ purchase intention. It can reduce information search cost and enhance the perception of product value, but excessive transparency may lead to increased price sensitivity and lower purchase intention. Product involvement moderates this relationship, with high-involvement consumers being more sensitive to the positive effects of price transparency, while low-involvement consumers are more sensitive to the negative effects. Price transparency is found to have a significant positive effect on purchase intention, and product involvement plays a key role in moderating this effect. This provides empirical support for companies to formulate price strategies and improve transparency.