商业研究
商業研究
상업연구
COMMERCIAL RESEARCH
2014年
2期
105-112
,共8页
实用与享乐%捆绑销售%价格框架
實用與享樂%捆綁銷售%價格框架
실용여향악%곤방소수%개격광가
utilitarian and hedonic%bundling%price frame
消费者对价格的感知会受到价格表述方式的影响,被称为价格框架效应。在控制价格折扣绝对水平的情况下,价格框架会影响捆绑产品促销的吸引力。在营销实践中,不相关的交叉捆绑销售越来越普遍,如何采用合适的价格表述形式提高消费者对产品的偏好,成为一个值得关注的问题。本文从价值和重要性相似的实用性产品和享乐性产品捆绑的情况入手,分析了捆绑销售中价格框架与消费者偏好之间的关系。研究表明:当一个享乐品和一个实用品捆绑销售时,价格折扣体现为享乐品上比实用品上的节省使消费者有更少的预期愧疚和更高的购买意向,预期愧疚在价格框架与消费者的购买意向之间起中介作用。
消費者對價格的感知會受到價格錶述方式的影響,被稱為價格框架效應。在控製價格摺釦絕對水平的情況下,價格框架會影響捆綁產品促銷的吸引力。在營銷實踐中,不相關的交扠捆綁銷售越來越普遍,如何採用閤適的價格錶述形式提高消費者對產品的偏好,成為一箇值得關註的問題。本文從價值和重要性相似的實用性產品和享樂性產品捆綁的情況入手,分析瞭捆綁銷售中價格框架與消費者偏好之間的關繫。研究錶明:噹一箇享樂品和一箇實用品捆綁銷售時,價格摺釦體現為享樂品上比實用品上的節省使消費者有更少的預期愧疚和更高的購買意嚮,預期愧疚在價格框架與消費者的購買意嚮之間起中介作用。
소비자대개격적감지회수도개격표술방식적영향,피칭위개격광가효응。재공제개격절구절대수평적정황하,개격광가회영향곤방산품촉소적흡인력。재영소실천중,불상관적교차곤방소수월래월보편,여하채용합괄적개격표술형식제고소비자대산품적편호,성위일개치득관주적문제。본문종개치화중요성상사적실용성산품화향악성산품곤방적정황입수,분석료곤방소수중개격광가여소비자편호지간적관계。연구표명:당일개향악품화일개실용품곤방소수시,개격절구체현위향악품상비실용품상적절성사소비자유경소적예기괴구화경고적구매의향,예기괴구재개격광가여소비자적구매의향지간기중개작용。
The consumer′s price perception is affected by the price format , which is called price frame effect .Price frame affects the bundles attraction under certain conditions when the discount level is controlled in the same level .In marketing practice , the cross-selling of bundles is becoming more and more popular .Therefore, it has become a notice-able problem to how to use the pricing format to improve the consumer′s preference to products .The paper chooses a bundle with a utilitarian and a hedonic product which has similar value and importance as the research perspective and analyzes the relationship between price frame and preference in bundling with experimental methods .This research finds when a hedonic product is sold bundled with a utilitarian one , framing a discount as savings on hedonic versus utilitarian items makes consumers have less expected guilt and higher buying intentions to the bundles , and expected guilt mediates price frame and consumer′s buying intention .