经济哲学视域下“虚假比价”现象及消费者心理研究

False Price Comparison Phenomenon and Consumer Psychology Research from the Perspective of Economic Philosophy

摘要: 数字时代网络技术催生了各种B2C/C2C商务模式，但同时也带来诸多负面问题。其中直播带货作为当前最热门的B2C/C2C商务模式，其带来的“虚假比价”问题已逐渐成为影响消费者心理、商家可信度、电子商务稳定性的不利因素。从经济哲学的视角出发，系统探讨电子商务中“虚假比价”现象带来的各种不利影响以及消费者心理变化，并从市场秩序、消费者教育与保护、商家责任意识和政策与法律法规等方面提出综合解决路径，可以为维护数字市场秩序、促进各类B2C/C2C商务模式长远发展产生积极作用。

Abstract: In the digital era, network technology has given birth to various B2C/C2C business models, but it also brings many negative problems. Among them, as the most popular B2C/C2C business model at present, the problem of “false price comparison” brought by live streaming has gradually become an adverse factor affecting consumer psychology, business credibility and e-commerce stability. From the perspective of economic philosophy, this paper systematically discusses the adverse effects brought by the phenomenon of “false price comparison” in e-commerce and the changes in consumer psychology, and puts forward comprehensive solutions from the aspects of market order, consumer education and protection, business responsibility consciousness, policies and laws and regulations. It can play a positive role in maintaining the order of digital market and promoting the long-term development of various B2C/C2C business models.