基本感知价格质量的网络购物中产品价格信息变化对折中效应的影响

发布时间：2018-04-13 10:46

本文选题：基本 + 感知　；参考：《重庆理工大学》2015年硕士论文

【摘要】：已有的对折中效应的研究大多将产品属性等距拉开,而在网络购物中,由于山寨产品的出现和其他营销策略的作用,产品描述完全一样的商品价格变动范围很大,并不是等距出现。本文借助网络购物中只有价格单一价格维度仍能发生折中效应的优势,通过研究网络购物中当产品信息描述均一致唯有价格不同时,以原有二元选择集中两个选项的价格差为参照,加入的高价极端项和低价极端项分别靠近和远离折中项时,对折中效应的影响程度,并研究了不同感知价格质量水平和不同的信息呈现方式下价格信息变化对折中效应的影响程度差异,以此来深入探究消费者在网络购物中面对各种价格信息时的选择过程,并为网络商家为已有产品或新产品制定价格策略、营销策略以及竞争策略提供理论依据和实践建议。通过对文中涉及的理论进行整理和阐述,然后在已有研究结果和理论基础上文章提出了六个研究假设。文章采用实验法对假设进行验证,共分为两个实验,实验一为组间实验,共五组,研究价格信息变化对折中效应的影响及不同感知价格质量水平下价格信息变化对折中效应影响程度的差异；实验二共四组,研究改变价格信息呈现方式后价格信息变化对折中效应的影响。这里的改变价格信息呈现方式是指先让被调查者在等距的选项间进行选择,再在不等距的选项间进行选择,让被调查者意识到价格信息的变化,以做出更真实的选择,使价格信息变化对折中效应的影响能得到更好的体现。本文数据分析部分主要采用SPSS21.0对各组实验中折中选项相对于竞争项的选择百分比进行统计和卡方检验,最终对各假设的验证结果如下：(1)当新加入的极端项靠近折中项时,会减少折中项的相对选择份额。低价极端项靠近折中项时,对折中效应的削弱程度显著；高价极端项靠近折中项时,被调查者由于时间压力和不耐烦等原因,在直接的价格信息呈现方式下,对折中效应的削弱不显著。(2)当新加入的极端项远离折中项时,会增加折中项的相对选择份额。低价极端项远离折中项时,折中效应的增强不显著；高价极端项远离折中项时,感知价格质量高组对折中效应的增强程度显著,感知价格质量低组增强程度未达到显著水平,但是总体显著。(3)不同感知价格质量水平下,价格信息变化对折中效应的影响程度不同。感知价格质量水平低者,当低价极端项靠近和远离折中项时,对折中效应的影响程度更大；感知价格质量水平高者,当高价极端项靠近和远离折中项时,对折中效应的影响程度更大。(4)改变价格信息的呈现方式,价格信息变化对折中效应的影响程度并没有更大。
[Abstract]:Most of the existing studies on the midpoint effect of folding pull the product attributes apart. However, in online shopping, because of the emergence of fake products and other marketing strategies, the price of goods with exactly the same product description has a wide range of changes.It is not isometric.This paper makes use of the advantage that only a single price dimension can still produce a compromise effect in online shopping. Through the research, when the product information description is consistent in online shopping, only the price is different.Taking the price difference between the two options in the original binary selection set as the reference, the degree of influence of the high extreme item and the low price extreme item on the middle effect of folding is obtained when the high price extreme item and the low price extreme item are close to and far away from the compromise item, respectively.The paper also studies the influence degree of price information change on the eclectic effect under different perceived price quality levels and different information presentation methods, so as to explore the selection process of consumers when facing various price information in online shopping.It also provides theoretical basis and practical advice for network merchants to formulate price strategy, marketing strategy and competition strategy for existing products or new products.Through the collation and elaboration of the theories involved in this paper, six research hypotheses are put forward on the basis of the existing research results and theories.In this paper, the hypothesis is verified by experimental method, which is divided into two experiments. Experiment one is an inter-group experiment, a total of five groups.To study the influence of price information change on the compromise effect and the difference of price information change on the compromise effect under different perceived price quality levels.This paper studies the effect of price information change on the compromise effect after changing the presentation mode of price information.The way to present the change in price information here is to let the respondents first choose between the equidistant options, then between the non-equidistant options, so that the respondents are aware of the changes in the price information in order to make a more realistic choice.The effect of price information change on the compromise effect can be better reflected.In the part of data analysis, SPSS21.0 is used to analyze the percentage of compromise options relative to competing items in each group of experiments. Finally, the test results of each hypothesis are as follows: 1) when the new extreme item is close to the compromise term,Reduces the relative selection share of the compromise.When the extreme item of low price is close to the compromise item, the degree of weakening of the effect of folding is significant. When the extreme item of high price is close to the compromise item, the respondents, due to time pressure and impatience and other reasons, under the direct way of presenting price information,The reduction of the commutative effect is not significant. 2) when the new extreme item is far away from the eclectic term, the relative selection share of the eclectic term will be increased.When the low price extreme item is far away from the compromise item, the enhancement of the compromise effect is not significant; when the high price extreme item is away from the compromise item, the enhancement degree of the high perceived price quality group on the compromise effect is significant, but the enhancement degree of the low perceived price quality group does not reach the significant level.But overall significant. 3) under the different perceived price quality level, the influence degree of the price information change on the compromise effect is different.When the extreme item of low price is close to or away from the eclectic term, the influence of the effect on the middle effect is greater than that of the person with high perceived price quality, and when the extreme item of high price is close to and away from the compromise item,The change of price information has no greater influence on the eclectic effect.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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