Abstract: This study examined tactical ways for online merchants to mitigate negative reactions of consumers with high/low dispositional need for cognitive closure(NFCC)when adopting dynamic pricing strategies. One hundred and tuelve college students participated in the experiment, and their perceptions of dynamic pricing(including price fairness, trust and willingness to buy) were collected for analysis. A 2(dynamic versus non-dynamic pricing)×2(price-number off versus percentage off)×2(high versus low NFCC)between subject design was adopted. The results showed that: 1)when adopting dynamic pricing practices, price- disadvantaged consumers perceived a worse price fairness and had a lower willingness to buy; 2)and specially, compared to no price framing, using percentage off price framing can reduce price-disadvantaged consumers′ trust perception, who with high NFCC; 3)however, there′s no significant impact of NFCC, price framing and dynamic pricing was discovered on consumers′ willingness to buy, which may because more other factors work on that.

Key words: dynamic pricing, price framing, need for cognitive closure, perceived price fairness, perceived trust, willingness to buy.

摘要： 采用问卷与实验相结合的方法，以112名大学生为被试，考察价格框架对不同认知闭合需要者在线购物时对动态定价策略下的价格感知与购买意愿的影响。结果发现：（1）相比非动态价格，动态价格条件下消费者感知价格公平感、购买意愿都较低；（2）在打折框架下，高认知闭合需要者对采取动态价格在线购物网站的感知信任显著好于非动态价格，而低认知闭合需要者则相反，说明消费者的价格感知受这三个变量的综合影响；（3）在降价框架下，认知闭合需要与动态价格的交互作用不显著，意味着在线消费者的购买意愿可能受到更多其它因素制约。

关键词: 动态价格, 认知闭合需要, 价格框架, 感知价格公平, 感知信任, 购买意愿。