不同的优惠策略对价格感知的影响研究
首发时间:2007-12-25
摘要:摘要:本论文从心理账户的角度入手,通过两项研究分析消费者对相对优惠与绝对优惠的感知差异。第一项为3×3双因素实验研究,研究表明:在绝对值优惠低时,相对值优惠效应明显;在绝对优惠高时,相对值优惠效应不明显。第二项为1916个样本的问卷调查,研究表明:相对值优惠与绝对值优惠效应受原始价格影响,原始价格较小时,相对值优惠效应更突出;原始价格高时,绝对值优惠效应更明显。
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A study of the different saving strategy effect on price consciousness
Abstract:Abstract: This study explored the consumer cognitive difference on absolute savings and relative savings from the mental account perspective. The first part was 3×3 two factors experimental study and the results demonstrated that when absolute savings is low, relative savings effect is evidence, while when absolute savings is high, relative savings effect is not evidence. The second was questionnaire study on 1916 persons of different provinces in China. The results from the second part demonstrated that reference price affected the absolute savings and relative savings effect, when the reference price is low, relative savings effect is evidence, wile when the reference price is high, absolute savings effect is evidence.
Keywords: mental accounting, absolute savings, relative savings, price consciousness
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No.1733517912811985****
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