【摘要】：產(chǎn)品的定價策略是企業(yè)在市場競爭中的重要法寶。人們在對產(chǎn)品的價格感知中是帶有主觀性的,不同的價格表述方式所形成的價格策略會影響消費者對產(chǎn)品價值和優(yōu)惠幅度的判斷,并造成購買選擇的不同。所以研究貨幣成本分離下產(chǎn)品的價格策略對消費者購買意愿的影響是營銷學(xué)研究人員的當(dāng)務(wù)之急。尤其是在電子商務(wù)交易中,整體定價和分離定價的思維更被凸顯出來,并延伸到了實體領(lǐng)域。本文就是基于貨幣成本分離情形下出現(xiàn)的價格分離現(xiàn)象,研究不同的定價策略對消費者感知價值和購買意愿的影響。首先,本文針對貨幣成本分離的現(xiàn)象,通過梳理感知價值、框架效應(yīng)和購買意愿的相關(guān)文獻,汲取了多位學(xué)者關(guān)于顧客感知價值理論和框架效應(yīng)的研究,界定了分離定價策略和整體定價策略的概念。然后運用外部線索理論、價格質(zhì)量關(guān)系、相似性等理論推演研究假設(shè),并構(gòu)建了不同定價策略與消費者感知價值、感知優(yōu)惠幅度、購買意愿的理論模型。然后以感知價值和感知優(yōu)惠幅度為中介變量,揭示不同定價策略對消費者購買意愿的影響機理,以及感知價值和感知優(yōu)惠幅度的中介作用。最后通過實驗情境設(shè)計,探究產(chǎn)品相似性在定價策略對購買意愿影響中的調(diào)節(jié)作用,檢驗不同定價策略在產(chǎn)品相似性的調(diào)節(jié)下對感知優(yōu)惠幅度、感知價值和購買意愿的影響差異。研究結(jié)果顯示,在貨幣成本分離的情形下,定價策略對感知價值、感知優(yōu)惠幅度、購買意愿影響存在顯著差異,整體定價策略的感知價值、感知優(yōu)惠幅度和購買意愿要大于分離定價策略。并且感知價值、感知優(yōu)惠幅度在定價策略對消費者購買意愿的影響中起到中介作用,產(chǎn)品相似性起到調(diào)節(jié)作用。探討了對消費行為的影響機理,豐富了感知成本和框架效應(yīng)理論,也為企業(yè)在貨幣成本分離情形下的定價策略提供理論指導(dǎo)。
[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.
【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F713.55

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本文編號：2365802