作　　者： ; ; ;

机构地区： 西南交通大学经济管理学院

出　　处： 《管理世界》 2008年第10期106-114,126,共10页

摘　　要： 本文按照信息处理这一研究框架,通过两个实验研究了基于金额和基于百分比的两种价格折扣呈现方式对消费者感知价值、购买意愿的影响及其边界条件。由于消费者头脑中处理基于百分比的价格折扣信息比处理基于金额的价格折扣信息具有更大的难度,从而消费者能够对后者产生更高的感知价值和购买意愿。又因为价格折扣计算难易程度和促销品价格是价格呈现形式对影响感知价值的两个边界条件,且价格折扣对购买意愿的影响是通过感知价值这一中介变量得以实现的,因此对于容易计算的价格折扣或者低价促销品,两种折扣形式对消费者感知价值的影响差异将消失。 In accordance with the study framework of information processing and by two tests,we have studied the im-pact of two kinds of price discount presentation based on the amount of money and percentage on the value of consumers' perception and wishes and studied the boundary conditions thereof. Because consumers think that it is more difficult for them to process information about the price discount based on percentage than to process information about the price discount based on the amount of money,the latter can make consumers have more conception value and can make them be more willing to purchase than the former,and the effect of the price discount on buying intention is realized by the conception value—an intermediary variable. In addition,the degree of difficulty in calculating the price discount and the price level of products to be promoted are the two boundary conditions under which the form of the price discount impacts on the perception value; in terms of the price discount that can be easily calculated or of products to be promoted at low prices,the difference in the effect of the two kinds of discount ways on consumers' perception value will disappear.

关 键 词： 价格折扣 促销 感知价值 信息处理

领　　域： [经济管理] [经济管理] [文化科学]