价格折扣的不同描述方式对消费者购买意愿的影响的实证研究
发布时间：2018-07-16 11:12
【摘要】：本文基于价值函数、框架效应和心理账户等理论,结合现实营销管理问题,利用2个实验,对比研究了价格折扣的两种不同描述方式——“折上折”与“一次性”折扣的促销效果差异,完成了两种折扣描述方式对感知价值和购买意愿的影响的实证研究。同时,证实了折扣频率和折扣幅度这两个边界条件的存在,完成了折扣描述方式与折扣频率的交互作用和折扣描述方式与折扣幅度的交互作用对消费者感知价值和购买意愿的影响的实证研究,并在此基础上,完成了折扣描述形式、折扣幅度、折扣频率三者对感知价值和购买意愿的交互作用的实证研究。研究结果显示：一般情况下,相比一次性折扣描述形式,折上折的描述形式能使消费者得到更多的感知价值和购买意愿；但折扣幅度和折扣频率对折扣描述形式与感知价值和购买意愿关系的作用分别起着调节作用。具体来说,当被描述的折扣幅度低于15%,例如9折再9折,相比同等促销价值的一次性的描述方式,折上折的描述方式会降低消费者的感知价值和购买意愿；而当被描述的折扣幅度高于15%,例如7折再7折,相比同等促销价值的一次性的描述方式,折上折的描述方式会增加消费者的感知价值和购买意愿。另外,当折扣频率较高时,相比“折上折”的价格折扣描述形式,消费者对“一次性折扣”的价格折扣描述形式能够产生较多的感知获取价值、感知交易价值和购买意愿。相反,当折扣频率较低时,相比“折上折”的价格折扣描述形式,消费者对“一次性折扣”的价格折扣描述形式产生较少的感知获取价值、感知交易价值和购买意愿。在此基础上,有关折扣描述形式、折扣幅度、折扣频率三者对感知价值和购买意愿的交互作用的证实进一步填补了有关折扣描述形式和基于价值函数理论的折扣促销策略理论的研究空白,也为价值函数的利得曲线趋势提出建议,为未来相关研究提供帮助,具有重要的理论意义。同时,本文研究课题是基于现实营销策略问题而提出的,其研究结论对于促销管理中的定价策略具有重要的指导作用,为企业促销决策的制定和长期发展计划提供帮助。
[Abstract]:Based on the theory of value function, frame effect and psychological account, this paper combines the problem of marketing management with two experiments. This paper makes a comparative study on the difference of the promotional effects between the two different description methods of price discount "and" one-off "discount, and completes an empirical study on the effect of the two kinds of discount description methods on perceived value and purchase intention. At the same time, the existence of two boundary conditions, discount frequency and discount range, is confirmed. The interaction between discount description mode and discount frequency and the effect of discount description mode and discount range on consumers' perceived value and purchase intention are studied. On the basis of this, the discount description form is completed. Empirical study on the interaction of discount range and discount frequency on perceived value and purchase intention. However, the range and frequency of discount play an important role in regulating the relationship between the form of discount description and perceived value and purchase intention, respectively. Specifically, when the described discount range is less than 15%, for example, 10% discount and 10% discount, compared with the one-off description method of the same promotion value, the discount description method will reduce the perceived value and purchase intention of the consumer; When the discount rate described is higher than 15%, for example, 30% discount and 30% discount, compared with the one-off description of the same promotional value, the discount description will increase the perceived value and purchase intention of consumers. In addition, when the discount frequency is higher, consumers can produce more perceived acquisition value, perceived transaction value and purchase intention than the "discount on discount" price discount description form. On the contrary, when the frequency of discount is lower, consumers produce less perceived acquisition value, perceived transaction value and purchase intention than "discount". On this basis, the form of description of the discount, the extent of the discount, It also provides suggestions for the trend of profit curve of value function and provides help for future research. It is of great theoretical significance. At the same time, the research topic of this paper is based on the realistic marketing strategy. The conclusion of the research plays an important role in guiding the pricing strategy in the sales promotion management, and provides the help for the enterprise to make the promotion decision and long-term development plan.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55
本文编号：2126204
[Abstract]:Based on the theory of value function, frame effect and psychological account, this paper combines the problem of marketing management with two experiments. This paper makes a comparative study on the difference of the promotional effects between the two different description methods of price discount "and" one-off "discount, and completes an empirical study on the effect of the two kinds of discount description methods on perceived value and purchase intention. At the same time, the existence of two boundary conditions, discount frequency and discount range, is confirmed. The interaction between discount description mode and discount frequency and the effect of discount description mode and discount range on consumers' perceived value and purchase intention are studied. On the basis of this, the discount description form is completed. Empirical study on the interaction of discount range and discount frequency on perceived value and purchase intention. However, the range and frequency of discount play an important role in regulating the relationship between the form of discount description and perceived value and purchase intention, respectively. Specifically, when the described discount range is less than 15%, for example, 10% discount and 10% discount, compared with the one-off description method of the same promotion value, the discount description method will reduce the perceived value and purchase intention of the consumer; When the discount rate described is higher than 15%, for example, 30% discount and 30% discount, compared with the one-off description of the same promotional value, the discount description will increase the perceived value and purchase intention of consumers. In addition, when the discount frequency is higher, consumers can produce more perceived acquisition value, perceived transaction value and purchase intention than the "discount on discount" price discount description form. On the contrary, when the frequency of discount is lower, consumers produce less perceived acquisition value, perceived transaction value and purchase intention than "discount". On this basis, the form of description of the discount, the extent of the discount, It also provides suggestions for the trend of profit curve of value function and provides help for future research. It is of great theoretical significance. At the same time, the research topic of this paper is based on the realistic marketing strategy. The conclusion of the research plays an important role in guiding the pricing strategy in the sales promotion management, and provides the help for the enterprise to make the promotion decision and long-term development plan.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55
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