价格折扣促销对手机App使用行为的影响研究

发布时间：2018-03-05 03:34

本文选题：手机App　切入点：手机专享价　出处：《西南民族大学学报(人文社科版)》2016年01期 　论文类型：期刊论文

【摘要】：随着WIFI等移动互联技术的迅猛发展以及智能手机的大量使用,越来越多的购物行为由传统的电脑过渡到了智能手机。因此,对消费者手机客户端(App)购买行为的研究显得尤为重要。以"手机专享价"作为价格折扣促销方式,通过对"天猫"购物平台图书实际销售数据的分析,探讨其对消费者手机App使用行为的影响。实证结果表明,手机专享价的折扣率与手机App产品销售数量呈正相关;消费具有"一元钱效应",即手机专享价折扣额达到一元钱,采用手机App购买产品的数量将会显著增加,"一元钱"是手机专享价促销折扣额阈值;同时研究还证实了手机专享价折扣率和手机专享价折扣额与产品日均销量增长率的正相关关系。
[Abstract]:With the rapid development of mobile interconnection technology, such as WIFI, and the extensive use of smart phones, more and more shopping behaviors have been transferred from traditional computers to smart phones. It is particularly important to study the purchasing behavior of consumer mobile phone client App.Using "exclusive price of mobile phone" as a way of price discount and promotion, this paper analyzes the actual sales data of books on "Tmall" shopping platform. The empirical results show that the discount rate of mobile phone exclusive price is positively correlated with the amount of mobile phone App product sales, and that consumption has a "one-dollar effect", that is, the discount amount of mobile phone exclusive price is one yuan. The number of products purchased using mobile phone App will increase significantly, "one yuan" is the threshold of the discount amount of mobile phone exclusive price promotion; The study also confirmed the positive correlation between the discount rate of mobile phone exclusive price and the discount amount of mobile phone exclusive price and the daily sales growth rate.
【作者单位】：西南交通大学经济管理学院;
【基金】：国家自然科学基金重大项目“网络环境下服务参与者行为和服务策略研究”(71090402/71090400);国家自然科学基金项目“销售促进影响消费者购买决策和品牌权益的作用机制及边界条件”(71002063)阶段性成果
【分类号】：F49;F724.6

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