【摘要】：本文基于價(jià)值函數(shù)、框架效應(yīng)和心理賬戶(hù)等理論,結(jié)合現(xiàn)實(shí)營(yíng)銷(xiāo)管理問(wèn)題,利用2個(gè)實(shí)驗(yàn),對(duì)比研究了價(jià)格折扣的兩種不同描述方式——“折上折”與“一次性”折扣的促銷(xiāo)效果差異,完成了兩種折扣描述方式對(duì)感知價(jià)值和購(gòu)買(mǎi)意愿的影響的實(shí)證研究。同時(shí),證實(shí)了折扣頻率和折扣幅度這兩個(gè)邊界條件的存在,完成了折扣描述方式與折扣頻率的交互作用和折扣描述方式與折扣幅度的交互作用對(duì)消費(fèi)者感知價(jià)值和購(gòu)買(mǎi)意愿的影響的實(shí)證研究,并在此基礎(chǔ)上,完成了折扣描述形式、折扣幅度、折扣頻率三者對(duì)感知價(jià)值和購(gòu)買(mǎi)意愿的交互作用的實(shí)證研究。研究結(jié)果顯示：一般情況下,相比一次性折扣描述形式,折上折的描述形式能使消費(fèi)者得到更多的感知價(jià)值和購(gòu)買(mǎi)意愿；但折扣幅度和折扣頻率對(duì)折扣描述形式與感知價(jià)值和購(gòu)買(mǎi)意愿關(guān)系的作用分別起著調(diào)節(jié)作用。具體來(lái)說(shuō),當(dāng)被描述的折扣幅度低于15%,例如9折再9折,相比同等促銷(xiāo)價(jià)值的一次性的描述方式,折上折的描述方式會(huì)降低消費(fèi)者的感知價(jià)值和購(gòu)買(mǎi)意愿；而當(dāng)被描述的折扣幅度高于15%,例如7折再7折,相比同等促銷(xiāo)價(jià)值的一次性的描述方式,折上折的描述方式會(huì)增加消費(fèi)者的感知價(jià)值和購(gòu)買(mǎi)意愿。另外,當(dāng)折扣頻率較高時(shí),相比“折上折”的價(jià)格折扣描述形式,消費(fèi)者對(duì)“一次性折扣”的價(jià)格折扣描述形式能夠產(chǎn)生較多的感知獲取價(jià)值、感知交易價(jià)值和購(gòu)買(mǎi)意愿。相反,當(dāng)折扣頻率較低時(shí),相比“折上折”的價(jià)格折扣描述形式,消費(fèi)者對(duì)“一次性折扣”的價(jià)格折扣描述形式產(chǎn)生較少的感知獲取價(jià)值、感知交易價(jià)值和購(gòu)買(mǎi)意愿。在此基礎(chǔ)上,有關(guān)折扣描述形式、折扣幅度、折扣頻率三者對(duì)感知價(jià)值和購(gòu)買(mǎi)意愿的交互作用的證實(shí)進(jìn)一步填補(bǔ)了有關(guān)折扣描述形式和基于價(jià)值函數(shù)理論的折扣促銷(xiāo)策略理論的研究空白,也為價(jià)值函數(shù)的利得曲線趨勢(shì)提出建議,為未來(lái)相關(guān)研究提供幫助,具有重要的理論意義。同時(shí),本文研究課題是基于現(xiàn)實(shí)營(yíng)銷(xiāo)策略問(wèn)題而提出的,其研究結(jié)論對(duì)于促銷(xiāo)管理中的定價(jià)策略具有重要的指導(dǎo)作用,為企業(yè)促銷(xiāo)決策的制定和長(zhǎng)期發(fā)展計(jì)劃提供幫助。
[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.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F713.55

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本文編號(hào)：2126204