本文選題：基本 + 感知��； 參考：《重慶理工大學(xué)》2015年碩士論文

【摘要】：已有的對(duì)折中效應(yīng)的研究大多將產(chǎn)品屬性等距拉開,而在網(wǎng)絡(luò)購(gòu)物中,由于山寨產(chǎn)品的出現(xiàn)和其他營(yíng)銷策略的作用,產(chǎn)品描述完全一樣的商品價(jià)格變動(dòng)范圍很大,并不是等距出現(xiàn)。本文借助網(wǎng)絡(luò)購(gòu)物中只有價(jià)格單一價(jià)格維度仍能發(fā)生折中效應(yīng)的優(yōu)勢(shì),通過(guò)研究網(wǎng)絡(luò)購(gòu)物中當(dāng)產(chǎn)品信息描述均一致唯有價(jià)格不同時(shí),以原有二元選擇集中兩個(gè)選項(xiàng)的價(jià)格差為參照,加入的高價(jià)極端項(xiàng)和低價(jià)極端項(xiàng)分別靠近和遠(yuǎn)離折中項(xiàng)時(shí),對(duì)折中效應(yīng)的影響程度,并研究了不同感知價(jià)格質(zhì)量水平和不同的信息呈現(xiàn)方式下價(jià)格信息變化對(duì)折中效應(yīng)的影響程度差異,以此來(lái)深入探究消費(fèi)者在網(wǎng)絡(luò)購(gòu)物中面對(duì)各種價(jià)格信息時(shí)的選擇過(guò)程,并為網(wǎng)絡(luò)商家為已有產(chǎn)品或新產(chǎn)品制定價(jià)格策略、營(yíng)銷策略以及競(jìng)爭(zhēng)策略提供理論依據(jù)和實(shí)踐建議。通過(guò)對(duì)文中涉及的理論進(jìn)行整理和闡述,然后在已有研究結(jié)果和理論基礎(chǔ)上文章提出了六個(gè)研究假設(shè)。文章采用實(shí)驗(yàn)法對(duì)假設(shè)進(jìn)行驗(yàn)證,共分為兩個(gè)實(shí)驗(yàn),實(shí)驗(yàn)一為組間實(shí)驗(yàn),共五組,研究?jī)r(jià)格信息變化對(duì)折中效應(yīng)的影響及不同感知價(jià)格質(zhì)量水平下價(jià)格信息變化對(duì)折中效應(yīng)影響程度的差異；實(shí)驗(yàn)二共四組,研究改變價(jià)格信息呈現(xiàn)方式后價(jià)格信息變化對(duì)折中效應(yīng)的影響。這里的改變價(jià)格信息呈現(xiàn)方式是指先讓被調(diào)查者在等距的選項(xiàng)間進(jìn)行選擇,再在不等距的選項(xiàng)間進(jìn)行選擇,讓被調(diào)查者意識(shí)到價(jià)格信息的變化,以做出更真實(shí)的選擇,使價(jià)格信息變化對(duì)折中效應(yīng)的影響能得到更好的體現(xiàn)。本文數(shù)據(jù)分析部分主要采用SPSS21.0對(duì)各組實(shí)驗(yàn)中折中選項(xiàng)相對(duì)于競(jìng)爭(zhēng)項(xiàng)的選擇百分比進(jìn)行統(tǒng)計(jì)和卡方檢驗(yàn),最終對(duì)各假設(shè)的驗(yàn)證結(jié)果如下：(1)當(dāng)新加入的極端項(xiàng)靠近折中項(xiàng)時(shí),會(huì)減少折中項(xiàng)的相對(duì)選擇份額。低價(jià)極端項(xiàng)靠近折中項(xiàng)時(shí),對(duì)折中效應(yīng)的削弱程度顯著；高價(jià)極端項(xiàng)靠近折中項(xiàng)時(shí),被調(diào)查者由于時(shí)間壓力和不耐煩等原因,在直接的價(jià)格信息呈現(xiàn)方式下,對(duì)折中效應(yīng)的削弱不顯著。(2)當(dāng)新加入的極端項(xiàng)遠(yuǎn)離折中項(xiàng)時(shí),會(huì)增加折中項(xiàng)的相對(duì)選擇份額。低價(jià)極端項(xiàng)遠(yuǎn)離折中項(xiàng)時(shí),折中效應(yīng)的增強(qiáng)不顯著；高價(jià)極端項(xiàng)遠(yuǎn)離折中項(xiàng)時(shí),感知價(jià)格質(zhì)量高組對(duì)折中效應(yīng)的增強(qiáng)程度顯著,感知價(jià)格質(zhì)量低組增強(qiáng)程度未達(dá)到顯著水平,但是總體顯著。(3)不同感知價(jià)格質(zhì)量水平下,價(jià)格信息變化對(duì)折中效應(yīng)的影響程度不同。感知價(jià)格質(zhì)量水平低者,當(dāng)?shù)蛢r(jià)極端項(xiàng)靠近和遠(yuǎn)離折中項(xiàng)時(shí),對(duì)折中效應(yīng)的影響程度更大；感知價(jià)格質(zhì)量水平高者,當(dāng)高價(jià)極端項(xiàng)靠近和遠(yuǎn)離折中項(xiàng)時(shí),對(duì)折中效應(yīng)的影響程度更大。(4)改變價(jià)格信息的呈現(xiàn)方式,價(jià)格信息變化對(duì)折中效應(yīng)的影響程度并沒(méi)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.
【學(xué)位授予單位】：重慶理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

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本文編號(hào)：1744162