国际差别定价对消费者购买意愿的影响研究——感知公平的中介作用和来源国的调节作用

发布时间：2018-05-03 06:12

本文选题：国际差别定价 + 感知公平　；参考：《中央财经大学学报》2017年01期

【摘要】：国际差别定价是跨国企业常用的定价策略,以适应不同的国际条件。随着国际价格透明度逐渐提升,消费者更容易进行价格比较,进而影响购买意愿。然而,面对相同的国际差别定价,消费者的反应却存在较大差异。基于此,笔者引入感知公平理论和来源国理论,揭示其中的原理。通过实验设计收集数据,并运用多因素方差分析以及Bootstrap检验法验证了研究假设。研究结果表明:感知公平中介差别定价对购买意愿的影响;来源国会调节差别定价对购买意愿的相对影响强度。对于本国品牌而言,高价策略、同价策略对购买意愿影响的差异相对较大,而低价策略、同价策略对购买意愿影响的差异相对较小。对于外国品牌而言,低价策略、同价策略对购买意愿影响的差异相对较大;来源国通过改变感知公平的影响强度,进而影响购买意愿。据此,笔者认为企业在进行差别定价之前,需提前预判消费者对差别定价的反应,进而确定合适的定价策略。此外,还应预先制定相应的应对策略,弱化差别定价导致的负面影响。
[Abstract]:International differential pricing is a common pricing strategy for multinational enterprises to adapt to different international conditions. As international price transparency increases, consumers are more likely to make price comparisons, which in turn affects their willingness to buy. However, in the face of the same international differential pricing, consumer response is quite different. Based on this, the author introduces the theory of perceived justice and the theory of source country to reveal the principle. The data were collected by experimental design, and the research hypothesis was verified by multivariate ANOVA and Bootstrap test. The results show that: perceived fair intermediary differential pricing influence on purchase intention, the source Congress adjusts the relative influence intensity of differential pricing on purchase intention. For domestic brands, the influence of high price strategy and the same price strategy on purchase intention is relatively large, while the difference between low price strategy and the same price strategy on purchase intention is relatively small. For foreign brands, the influence of low price strategy and the same price strategy on the purchase intention is relatively large; the source country influences the purchase intention by changing the impact intensity of perceived fairness. Based on this, the author thinks that enterprises should predict the consumers' reaction to differential pricing in advance before making differential pricing, and then determine the appropriate pricing strategy. In addition, corresponding coping strategies should be formulated in advance to weaken the negative effects caused by differential pricing.
【作者单位】：四川大学商学院;成都理工大学教务处;成都理工大学;
【基金】：国家自然科学基金青年科学基金项目“企业赞助:重赞助匹配,还是重活动质量?——基于消费者调节聚焦视角的研究”(项目编号:71502019) 成都理工大学中青年骨干教师培养计划(项目编号:KYGG201420) 教育部人文社会科学研究基金项目“产品伤害危机如何导致品牌污名化?——基于品牌关系视角的实证研究”(项目编号:14YJC630166);教育部人文社会科学研究基金项目“网店虚假促销溢出效应研究:溢出条件、溢出方向和应对策略”(项目编号:14XJA630001)
【分类号】：F274;F713.55

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