CAJ | 학술논문

采用实验法实证分析基于享乐性产品和实用性产品，价格折扣表述形式对消费者购买意愿的影响，并引入价格折扣幅度作为价格折扣表述形式对实用性产品和享乐性产品购买意愿影响的调节变量。结果表明：对于实用性产品，较之百分比折扣，消费者在金额折扣表述形式下的购买意愿更高，并且当折扣幅度较大时，金额折扣表述形式更受青睐，但当折扣幅度较小时，两种折扣表述形式下的购买意愿没有显著差异；相反，对于享乐性产品。消费者在百分比折扣表述形式下表现出更高的购买意愿。当折扣幅度较小时，百分比折扣表述形式促销效果更好，当折扣幅度较大时，两种折扣表述形式的差别不大。
채용실험법실증분석기우향악성산품화실용성산품，개격절구표술형식대소비자구매의원적영향，병인입개격절구폭도작위개격절구표술형식대실용성산품화향악성산품구매의원영향적조절변량。결과표명：대우실용성산품，교지백분비절구，소비자재금액절구표술형식하적구매의원경고，병차당절구폭도교대시，금액절구표술형식경수청래，단당절구폭도교소시，량충절구표술형식하적구매의원몰유현저차이；상반，대우향악성산품。소비자재백분비절구표술형식하표현출경고적구매의원。당절구폭도교소시，백분비절구표술형식촉소효과경호，당절구폭도교대시，량충절구표술형식적차별불대。
Percentage and dollar-amount discount presentations are frequently employed in retail price promotion, this paper uses the method of experiments empirical analysis to discuss how the different types of discount presentations will impact on the consumers' purchasing intention of the hedonic products and utilitarian products. At the same time, we also introduce the price discount level as a moderating variable to analysis the different two discount presentations' influence on consumers' purchasing intention of the two kinds of products.