本文選題：尾數(shù)定價(jià) + 惡習(xí)產(chǎn)品�。� 參考：《武漢大學(xué)》2017年碩士論文

【摘要】：尾數(shù)定價(jià)策略已經(jīng)被廣泛應(yīng)用于零售商的產(chǎn)品定價(jià)行為中,但引人深思的是,那些短期內(nèi)能帶來快樂體驗(yàn),但在未來會產(chǎn)生負(fù)面后果的產(chǎn)品大多會進(jìn)行尾數(shù)定價(jià),與之相反,那些短期內(nèi)不太能讓人愉悅和滿足,但在未來會起到正面作用的產(chǎn)品并沒有較多地進(jìn)行尾數(shù)定價(jià)。尾數(shù)定價(jià)策略已經(jīng)被證實(shí)能有效改善企業(yè)的銷售狀況,與此同時(shí),少量研究也表明該定價(jià)策略并不總是那么有效的,那么,尾數(shù)定價(jià)策略的效果會因?yàn)樗N售尾數(shù)定價(jià)策略的產(chǎn)品是惡習(xí)產(chǎn)品還是美德產(chǎn)品而發(fā)生變化嗎?影響的過程機(jī)制是什么?存在哪些邊界條件?以往對尾數(shù)定價(jià)策略影響因素的研究并未得出一致的結(jié)論,本文試圖從產(chǎn)品類型的視角出發(fā),探索尾數(shù)定價(jià)策略對惡習(xí)產(chǎn)品和美德產(chǎn)品購買意愿的影響。研究發(fā)現(xiàn),尾數(shù)定價(jià)策略能增加消費(fèi)者對惡習(xí)產(chǎn)品的購買意愿,卻不能明顯改變消費(fèi)者對美德產(chǎn)品的購買意愿,同時(shí)發(fā)現(xiàn)預(yù)期支付痛苦中介了尾數(shù)定價(jià)對惡習(xí)產(chǎn)品購買意愿的影響,以及價(jià)格水平和支付痛苦敏感性調(diào)節(jié)了尾數(shù)定價(jià)對惡習(xí)產(chǎn)品購買意愿的影響。文章通過五組實(shí)驗(yàn)對上述問題進(jìn)行了探索。實(shí)驗(yàn)一主要是以產(chǎn)品選擇為背景,為尾數(shù)定價(jià)策略影響惡習(xí)產(chǎn)品和美德產(chǎn)品的購買意愿提供初步證據(jù)。實(shí)驗(yàn)二則是在單個(gè)選項(xiàng)的消費(fèi)決策情境中進(jìn)一步探究尾數(shù)定價(jià)策略對惡習(xí)產(chǎn)品和美德產(chǎn)品購買意愿的影響及其影響機(jī)制,發(fā)現(xiàn)預(yù)期支付痛苦起到了完全中介作用。實(shí)驗(yàn)三、和實(shí)驗(yàn)四則分別探索了價(jià)格水平和支付痛苦敏感性對尾數(shù)定價(jià)策略影響惡習(xí)產(chǎn)品購買意愿的調(diào)節(jié)作用,發(fā)現(xiàn)價(jià)格水平越低、支付痛苦敏感性越大時(shí),尾數(shù)定價(jià)策略對消費(fèi)者惡習(xí)產(chǎn)品購買意愿的增強(qiáng)作用越大。實(shí)驗(yàn)五探索了尾數(shù)定價(jià)策略的效果減弱甚至消失的情形,當(dāng)被試被引導(dǎo)意識到尾數(shù)價(jià)格和整數(shù)價(jià)格之間的價(jià)格差異很小時(shí),尾數(shù)定價(jià)策略的作用就被減弱,甚至消失。文章具有一定的理論價(jià)值。第一,在現(xiàn)有研究基礎(chǔ)上提出了新的觀點(diǎn),即從惡習(xí)產(chǎn)品和美德產(chǎn)品的角度探索尾數(shù)定價(jià)策略的適用范圍,發(fā)現(xiàn)相比美德產(chǎn)品,尾數(shù)定價(jià)策略更適用于對惡習(xí)產(chǎn)品的定價(jià);第二,文章研究指出惡習(xí)產(chǎn)品和美德產(chǎn)品能使產(chǎn)生消費(fèi)者產(chǎn)生不同的預(yù)期支付痛苦,豐富了已有關(guān)于支付痛苦的研究,并能為相關(guān)研究提供替代性解釋機(jī)制;第三,將已有價(jià)格差異的心理效用和價(jià)格水平關(guān)系的研究結(jié)論進(jìn)一步拓展應(yīng)用于尾數(shù)定價(jià)這一心理定價(jià)策略中。文章具有一定的實(shí)踐意義。第一,一味地使用尾數(shù)定價(jià)策略并不見得能達(dá)到預(yù)期的銷售目標(biāo),企業(yè)可以結(jié)合產(chǎn)品類型考慮是否對其進(jìn)行尾數(shù)定價(jià),如對奶油蛋糕、暴力游戲等惡習(xí)產(chǎn)品適宜進(jìn)行尾數(shù)定價(jià),而對全麥面包、益智游戲等美德產(chǎn)品則并無必要進(jìn)行尾數(shù)定價(jià);第二,企業(yè)采用尾數(shù)定價(jià)策略的時(shí)候可以考慮細(xì)分市場內(nèi)的消費(fèi)者是否具有較大的支付痛苦敏感性,消費(fèi)者支付痛苦敏感性越大,尾數(shù)定價(jià)策略的效果越好;第三,對于消費(fèi)者來說,尾數(shù)定價(jià)情境下產(chǎn)生的對惡習(xí)產(chǎn)品較大的購買意愿是不利于其長期身心發(fā)展的,與此同時(shí),本文研究結(jié)論指出尾數(shù)定價(jià)策略的效果是可以被減弱、甚至被消除的,因此假如通過某些公共政策提高消費(fèi)者的價(jià)格差異認(rèn)知就可能會增加消費(fèi)者福利,維護(hù)其長期的身心健康發(fā)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.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 李愛梅;郝玫;李理;凌文輇;;消費(fèi)者決策分析的新視角:雙通道心理賬戶理論[J];心理科學(xué)進(jìn)展;2012年11期

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本文編號：1903016