CAJ | 학술논문

整合定价和分离定价是目前在线交易中普遍使用的定价策略。以224个大学本科生被试,将实验情景控制为回忆驱动和刺激驱动两种信息感知模式,通过两个2×2情景实验,探讨在不同的信息感知模式下,面对整合定价和分离定价两种不同的价格表述框架时,认知需要不同的消费者对产品的价值感知和购买意向的差异。研究结果表明,在回忆驱动下,高认知需要的消费者在整合定价时比分离定价时对产品有更高的价值感知和购买意向,而低认知需要的消费者在两种定价策略下没有显著差异;在刺激驱动下,高认知需要的消费者在分离定价时比整合定价时对产品有更高的价值感知和购买意向,低认知需要消费者则正好相反。该结论对营销管理具有现实意义,营销者可根据广告媒介和目标顾客的不同来选择整合定价和分离定价。
정합정개화분리정개시목전재선교역중보편사용적정개책략。이224개대학본과생피시,장실험정경공제위회억구동화자격구동량충신식감지모식,통과량개2×2정경실험,탐토재불동적신식감지모식하,면대정합정개화분리정개량충불동적개격표술광가시,인지수요불동적소비자대산품적개치감지화구매의향적차이。연구결과표명,재회억구동하,고인지수요적소비자재정합정개시비분리정개시대산품유경고적개치감지화구매의향,이저인지수요적소비자재량충정개책략하몰유현저차이;재자격구동하,고인지수요적소비자재분리정개시비정합정개시대산품유경고적개치감지화구매의향,저인지수요소비자칙정호상반。해결론대영소관리구유현실의의,영소자가근거엄고매개화목표고객적불동래선택정합정개화분리정개。
Combined and partitioned pricing are two pricing strategies widely used by online sellers.The empirical study chose 224 undergraduate subjects to investigate the perceptions of offer value and buying intentions of consumers with different need for cognition（NC）.It controlled the experimental scenarios under two types of information perception model——recall-driven and stimulus-driven.Through two 2×2 scenario experiments,the results show that consumers have different perceptions of off value and buying intentions when they are facing two different pricing frames——combined and partitioned pricing.When perception of information model is recall-driven,high-NC consumers have higher perception of offer value and buying intentions to combined pricing products than partitioned ones,while there is no significant difference for low-NC consumers.When perception of information is stimulus-driven,high-NC consumers have higher perception of offer value and buying intentions to partitioned pricing products than combined ones,but it is reverse for low-NC consumers.The results have significant implications to marketing management.The marketers should choose combined pricing or partitioned pricing according to the different advertising media and target customers.