尾数定价策略对恶习产品和美德产品购买意愿的影响研究

发布时间：2018-05-17 21:56

本文选题：尾数定价 + 恶习产品　；参考：《武汉大学》2017年硕士论文

【摘要】：尾数定价策略已经被广泛应用于零售商的产品定价行为中,但引人深思的是,那些短期内能带来快乐体验,但在未来会产生负面后果的产品大多会进行尾数定价,与之相反,那些短期内不太能让人愉悦和满足,但在未来会起到正面作用的产品并没有较多地进行尾数定价。尾数定价策略已经被证实能有效改善企业的销售状况,与此同时,少量研究也表明该定价策略并不总是那么有效的,那么,尾数定价策略的效果会因为所销售尾数定价策略的产品是恶习产品还是美德产品而发生变化吗?影响的过程机制是什么?存在哪些边界条件?以往对尾数定价策略影响因素的研究并未得出一致的结论,本文试图从产品类型的视角出发,探索尾数定价策略对恶习产品和美德产品购买意愿的影响。研究发现,尾数定价策略能增加消费者对恶习产品的购买意愿,却不能明显改变消费者对美德产品的购买意愿,同时发现预期支付痛苦中介了尾数定价对恶习产品购买意愿的影响,以及价格水平和支付痛苦敏感性调节了尾数定价对恶习产品购买意愿的影响。文章通过五组实验对上述问题进行了探索。实验一主要是以产品选择为背景,为尾数定价策略影响恶习产品和美德产品的购买意愿提供初步证据。实验二则是在单个选项的消费决策情境中进一步探究尾数定价策略对恶习产品和美德产品购买意愿的影响及其影响机制,发现预期支付痛苦起到了完全中介作用。实验三、和实验四则分别探索了价格水平和支付痛苦敏感性对尾数定价策略影响恶习产品购买意愿的调节作用,发现价格水平越低、支付痛苦敏感性越大时,尾数定价策略对消费者恶习产品购买意愿的增强作用越大。实验五探索了尾数定价策略的效果减弱甚至消失的情形,当被试被引导意识到尾数价格和整数价格之间的价格差异很小时,尾数定价策略的作用就被减弱,甚至消失。文章具有一定的理论价值。第一,在现有研究基础上提出了新的观点,即从恶习产品和美德产品的角度探索尾数定价策略的适用范围,发现相比美德产品,尾数定价策略更适用于对恶习产品的定价;第二,文章研究指出恶习产品和美德产品能使产生消费者产生不同的预期支付痛苦,丰富了已有关于支付痛苦的研究,并能为相关研究提供替代性解释机制;第三,将已有价格差异的心理效用和价格水平关系的研究结论进一步拓展应用于尾数定价这一心理定价策略中。文章具有一定的实践意义。第一,一味地使用尾数定价策略并不见得能达到预期的销售目标,企业可以结合产品类型考虑是否对其进行尾数定价,如对奶油蛋糕、暴力游戏等恶习产品适宜进行尾数定价,而对全麦面包、益智游戏等美德产品则并无必要进行尾数定价;第二,企业采用尾数定价策略的时候可以考虑细分市场内的消费者是否具有较大的支付痛苦敏感性,消费者支付痛苦敏感性越大,尾数定价策略的效果越好;第三,对于消费者来说,尾数定价情境下产生的对恶习产品较大的购买意愿是不利于其长期身心发展的,与此同时,本文研究结论指出尾数定价策略的效果是可以被减弱、甚至被消除的,因此假如通过某些公共政策提高消费者的价格差异认知就可能会增加消费者福利,维护其长期的身心健康发展。
[Abstract]:The tail number pricing strategy has been widely used in the retailer's product pricing behavior, but it is thought-provoking that those in the short term can bring a happy experience, but most of the products that have negative consequences in the future will be priced at the end. In contrast, those in the short term are not very pleasing and satisfied, but in the future it will play a positive role. At the same time, a small number of studies have shown that the pricing strategy is not always so effective, and the effect of the final pricing strategy will be because the product of the tail pricing strategy is a bad product or a virtue. What is the process mechanism of the product? What is the process mechanism of the impact? What boundary conditions exist? The previous research on the influence factors of the tails pricing strategy has not reached a consistent conclusion. This paper tries to explore the effect of the tails pricing strategy on the bad habits and the purchase intention of the American German products from the perspective of product types. The price strategy can increase the consumer's willingness to purchase evil habits, but it can not significantly change the consumer's willingness to purchase the virtues. At the same time, it is found that the expected payment pain mediates the effect of the tail price on the purchase intention of the bad habits, and the price level and the pain sensitivity adjust the purchase intention of the tail price to the bad habits. The article explores the above problems through five groups of experiments. The experiment is mainly based on the selection of products as the background, and provides the preliminary evidence for the effect of the tail number pricing strategy on the purchase intention of the evil habits and the virtue products. The two experiment is to explore the tail pricing strategy for the bad habits in a single choice of consumer decision-making situation. And the influence mechanism of purchase intention and the influence mechanism of virtue products and its influence mechanism, we find that the expected payment pain has played a complete intermediary role. Experiment three, and Experiment four explored the regulation effect of price level and payment pain sensitivity on the purchase intention of bad product, and found that the lower the price level, the more sensitive to pain. At a large time, the greater the effect of the tail number pricing strategy on the purchase intention of consumer bad habits. Experiment five explored the situation of the effect of the tail pricing strategy weakening or even disappearing. When the subjects were guided to realize that the price difference between the end price and the integer price was very small, the role of the tail pricing strategy was weakened and even disappeared. The chapter has a certain theoretical value. Firstly, a new view is put forward on the basis of the existing research, that is to explore the scope of the application of the tail pricing strategy from the angle of the evil habit product and the virtue product, and find that the tail pricing strategy is more suitable for the pricing of the bad habits compared to the virtues products. Second, the article studies the bad habits and the virtue products. It can make consumers suffer different expectations of payment pain, enrich the existing research on payment pain, and provide alternative explanation mechanism for related research; third, further expand the research conclusions of the relationship between the psychological utility and the price level of the existing price differences. There is a certain practical significance. The use of the first, first flavor pricing strategy is not likely to achieve the expected sales target, and the enterprise can consider whether or not the product type will be priced at the end of the product, such as the tail pricing for the cream cake, the violent game and other bad habits, and the whole wheat bread, the puzzle game and other virtues products. There is no need to make a tail pricing; second, when the enterprise adopts the tail pricing strategy, it can consider whether the consumers in the subdivision market have greater sensitivity to payment pain, the greater the consumer's pain sensitivity is, the better the effect of the tail pricing strategy; third, for the consumers, the bad habits produced in the tail pricing situation are produced. Higher purchase intention is not conducive to long-term physical and mental development. At the same time, the conclusion of this paper points out that the effect of the tail pricing strategy can be weakened or even eliminated. Therefore, it is possible to increase the consumer welfare and maintain its long-term physical and mental health if some public policies are used to improve the consumer price difference cognition. Development.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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