中文摘要：

国际差别定价是跨国企业常用的定价策略,以适应不同的国际条件。随着国际价格透明度逐渐提升,消费者更容易进行价格比较,进而影响购买意愿。然而,面对相同的国际差别定价,消费者的反应却存在较大差异。基于此,笔者引入感知公平理论和来源国理论,揭示其中的原理。通过实验设计收集数据,并运用多因素方差分析以及Bootstrap检验法验证了研究假设。研究结果表明：感知公平中介差别定价对购买意愿的影响;来源国会调节差别定价对购买意愿的相对影响强度。对于本国品牌而言,高价策略、同价策略对购买意愿影响的差异相对较大,而低价策略、同价策略对购买意愿影响的差异相对较小。对于外国品牌而言,低价策略、同价策略对购买意愿影响的差异相对较大;来源国通过改变感知公平的影响强度,进而影响购买意愿。据此,笔者认为企业在进行差别定价之前,需提前预判消费者对差别定价的反应,进而确定合适的定价策略。此外,还应预先制定相应的应对策略,弱化差别定价导致的负面影响。

英文摘要：

International differential pricing is a pricing strategy used regularly by multinational enterpri- ses, adapting to different international conditions. Gradually, as the price transparency increasing, consumers are more likely to compare prices, and thus affect the purchase intention. However, with the same differential pricing, consumers＇ response are significantly different. This research introduces perceived fairness theory and country of origin theory, revealing the theoretical principle. As for home country, the different influence of high priced strategy and same price strategy on purchase intention is relatively great, while the difference influ- ence of low price strategy and same price strategy on purchase intention is relatively small. As for the foreign country, the different influence of low price strategy and same price strategy on purchase intention is relatively big. By changing the impact intensity of perceived fairness, country of origin may affect the purchase intention. Accordingly, the authors suggest that enterprises which adopt differential pricing need to forecast consumers＇ re- sponse to differential pricing in advance, and then determine the fight pricing strategy. In addition, the correspond- ing strategies should be formulated in advance to weaken the negative effects of differential pricing.