系统管理学报2026，Vol.35Issue(2)：332-347,16.DOI:10.3969/j.issn2097-4558.2026.02.003
消费者社会学习视角下的在线产品定价研究
Online Product Pricing from the Perspective of Consumer Social Learning:Evidence from Online Reviews
摘要
Abstract
The abundant data resources embedded in e-commerce platforms provide consumers with valuable references for decision-making and constitute an important factor influencing purchasing behavior.The effective use of product-related data resources can help online retailers optimize pricing strategies.From the perspective of consumer social learning,this paper builds on expected utility theory and considers how consumers enhance product cognition by sequentially browsing online reviews during the purchase decision process.The cognitive updating process is quantified using the anchoring effect and Bayesian theorem,based on which a product revenue-based pricing model is developed.In addition,deep learning methods and Python-based web crawling techniques are employed to conduct four-category sentiment analysis of review texts.This paper examines the impact of the ordering of positive and negative review information and consumers'"decision threshold"on customer cognition,product pricing,sales volume,and profits.The results demonstrate that,contrary to prevailing conventional wisdom,compared with products with no reviews,a small,moderate,and intermittently appearing amount of negative information can actually be more beneficial for product pricing and marketing.This research provides a theoretical foundation and decision support for data-driven product pricing and operational management by online retailers.关键词
在线产品定价/社会学习/锚定效应/深度学习/贝叶斯规则Key words
online product pricing/social learning/anchoring effect/deep learning/Bayesian theorem分类
管理科学引用本文复制引用
刘旭旺,张玉洁,齐微,雒兴刚..消费者社会学习视角下的在线产品定价研究[J].系统管理学报,2026,35(2):332-347,16.基金项目
河南省高校哲学社会科学研究重大项目(2026-JCZD-02) （2026-JCZD-02）
河南省高校人文社会科学研究一般项目(2026-ZZJH-015) （2026-ZZJH-015）
教育部人文社会科学研究规划基金资助项目(24YJA630069) （24YJA630069）
