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Algorithmic Price Discrimination and Negative Word-of-Mouth: The Chain Mediating Role of Deliberate attribution and Negative Emotion

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2023, 28(10), pp.229-239
  • DOI : 10.9708/jksci.2023.28.10.229
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : September 11, 2023
  • Accepted : October 24, 2023
  • Published : October 31, 2023

Wei-Jia Li 1 Yue-Jun Wang 1 Zi-yang Liu 1

1경기대학교

Accredited

ABSTRACT

This study aims to explore the impact of algorithmic price discrimination on negative word-of-mouth (NWOM) through the lens of attribution theory. It also examines the mediating roles of intentional attributions and negative emotions, as well as the moderating effect of price sensitivity. For this study, 772 consumers who had purchased flight tickets completed a questionnaire survey, and the collected data were analyzed and tested using SPSS 27.0 and AMOS 24.0 software. The research findings reveal that algorithmic price discrimination has a significant positive impact on intentional attributions, negative emotions, and NWOM. Specifically, deliberate attributions and negative emotions mediate the relationship between algorithmic price discrimination and NWOM, while price sensitivity positively moderates the relationship between negative emotions and NWOM. Therefore, companies should consider disclosing algorithm details transparently in their marketing strategies to mitigate consumers' negative emotions and implement targeted strategies for consumers with different levels of price sensitivity to enhance positive word-of-mouth.

Citation status

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