货币成本分离情形下的定价策略对消费者购买意愿的影响研究
发布时间：2018-12-06 09:12
【摘要】：产品的定价策略是企业在市场竞争中的重要法宝。人们在对产品的价格感知中是带有主观性的,不同的价格表述方式所形成的价格策略会影响消费者对产品价值和优惠幅度的判断,并造成购买选择的不同。所以研究货币成本分离下产品的价格策略对消费者购买意愿的影响是营销学研究人员的当务之急。尤其是在电子商务交易中,整体定价和分离定价的思维更被凸显出来,并延伸到了实体领域。本文就是基于货币成本分离情形下出现的价格分离现象,研究不同的定价策略对消费者感知价值和购买意愿的影响。首先,本文针对货币成本分离的现象,通过梳理感知价值、框架效应和购买意愿的相关文献,汲取了多位学者关于顾客感知价值理论和框架效应的研究,界定了分离定价策略和整体定价策略的概念。然后运用外部线索理论、价格质量关系、相似性等理论推演研究假设,并构建了不同定价策略与消费者感知价值、感知优惠幅度、购买意愿的理论模型。然后以感知价值和感知优惠幅度为中介变量,揭示不同定价策略对消费者购买意愿的影响机理,以及感知价值和感知优惠幅度的中介作用。最后通过实验情境设计,探究产品相似性在定价策略对购买意愿影响中的调节作用,检验不同定价策略在产品相似性的调节下对感知优惠幅度、感知价值和购买意愿的影响差异。研究结果显示,在货币成本分离的情形下,定价策略对感知价值、感知优惠幅度、购买意愿影响存在显著差异,整体定价策略的感知价值、感知优惠幅度和购买意愿要大于分离定价策略。并且感知价值、感知优惠幅度在定价策略对消费者购买意愿的影响中起到中介作用,产品相似性起到调节作用。探讨了对消费行为的影响机理,丰富了感知成本和框架效应理论,也为企业在货币成本分离情形下的定价策略提供理论指导。
[Abstract]:Product pricing strategy is an important magic weapon in market competition. People are subjective in the perception of product price. The price strategy formed by different price expression will influence consumers' judgment of product value and preferential range, and cause different purchase choice. Therefore, it is urgent for marketing researchers to study the effect of product price strategy on consumers' willingness to purchase under the separation of monetary costs. Especially in the electronic commerce transaction, the thinking of whole pricing and separate pricing is more prominent, and extends to the real field. This paper studies the effect of different pricing strategies on consumers' perceived value and purchase willingness based on the phenomenon of price separation in the case of money cost separation. First of all, according to the phenomenon of money cost separation, through combing the related literature of perceived value, frame effect and purchase intention, this paper draws on many scholars' research on customer perceived value theory and frame effect. The concept of separate pricing strategy and overall pricing strategy is defined. Then the hypothesis is deduced by the theories of external clue, price quality, similarity and so on, and the theoretical models of different pricing strategies and consumers' perceived value, perceived margin of preference and willingness to buy are constructed. Then using perceived value and perceived margin of preference as intermediary variables, this paper reveals the influence mechanism of different pricing strategies on consumers' willingness to buy, and the intermediary role of perceived value and perceived margin of preference. Finally, through the experimental situation design, it explores the regulatory role of product similarity in the influence of pricing strategy on purchase intention, and tests the perceived preferential margin of different pricing strategies under the regulation of product similarity. Differences in perceived value and willingness to buy. The results show that there are significant differences in the effects of pricing strategy on perceived value, perceived margin of preference, and purchase intention in the case of separation of monetary costs, and the perceived value of the overall pricing strategy. Perceived margin of preference and willingness to buy are greater than separate pricing strategies. And perceived value, perceived margin of preference plays an intermediary role in the impact of pricing strategy on consumers' willingness to buy, and product similarity plays a regulatory role. This paper discusses the influence mechanism of consumption behavior, enriches the theory of perceived cost and frame effect, and provides theoretical guidance for the pricing strategy of enterprises in the case of separation of monetary costs.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55
本文编号：2365802
[Abstract]:Product pricing strategy is an important magic weapon in market competition. People are subjective in the perception of product price. The price strategy formed by different price expression will influence consumers' judgment of product value and preferential range, and cause different purchase choice. Therefore, it is urgent for marketing researchers to study the effect of product price strategy on consumers' willingness to purchase under the separation of monetary costs. Especially in the electronic commerce transaction, the thinking of whole pricing and separate pricing is more prominent, and extends to the real field. This paper studies the effect of different pricing strategies on consumers' perceived value and purchase willingness based on the phenomenon of price separation in the case of money cost separation. First of all, according to the phenomenon of money cost separation, through combing the related literature of perceived value, frame effect and purchase intention, this paper draws on many scholars' research on customer perceived value theory and frame effect. The concept of separate pricing strategy and overall pricing strategy is defined. Then the hypothesis is deduced by the theories of external clue, price quality, similarity and so on, and the theoretical models of different pricing strategies and consumers' perceived value, perceived margin of preference and willingness to buy are constructed. Then using perceived value and perceived margin of preference as intermediary variables, this paper reveals the influence mechanism of different pricing strategies on consumers' willingness to buy, and the intermediary role of perceived value and perceived margin of preference. Finally, through the experimental situation design, it explores the regulatory role of product similarity in the influence of pricing strategy on purchase intention, and tests the perceived preferential margin of different pricing strategies under the regulation of product similarity. Differences in perceived value and willingness to buy. The results show that there are significant differences in the effects of pricing strategy on perceived value, perceived margin of preference, and purchase intention in the case of separation of monetary costs, and the perceived value of the overall pricing strategy. Perceived margin of preference and willingness to buy are greater than separate pricing strategies. And perceived value, perceived margin of preference plays an intermediary role in the impact of pricing strategy on consumers' willingness to buy, and product similarity plays a regulatory role. This paper discusses the influence mechanism of consumption behavior, enriches the theory of perceived cost and frame effect, and provides theoretical guidance for the pricing strategy of enterprises in the case of separation of monetary costs.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55
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1 张骞文;基于多主体的网络消费者购买决策模拟研究[D];山东大学;2011年
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