降价表述方式与消费者感知的降价幅度和购买意愿被引量：38

Price Perception and Purchasing Intention under Differ-ent Discount Presentations

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摘要降价的表述方式通常有相对于原价的百分比降幅和绝对减让幅度两种。本研究分析了这两种降价表述方式对消费者感知的降价幅度和购买意愿的影响,结果表明:在不同的产品价格水平和降价幅度下,这两种降价表述方式对感知降价幅度的影响是不同的。此外,对低价格产品,消费者对价格信息关注的程度会影响他们感知两种降价表述方式下的降价幅度。 Percentage and dollar-amount discount presentations are frequently employed in retail price promotion. This study focuses on the impacts of discount presentations on consumers＇ perceptions of discount amount and buying intention. Results show that the impacts of discount presentation vary with different price level and discount amount. Besides, consumer＇s price involvement is another factor affecting the above relationships for the low price product.

作者张黎范亭亭王文博

机构地区北京大学中国经济研究中心管理学部北京大学中国经济研究中心市场营销系北京大学光华管理学院市场营销系

出处《南开管理评论》 CSSCI 2007年第3期19-28,共10页 Nankai Business Review

基金北京大学中国经济研究中心-奥美品牌研究中心资助

关键词消费行为零售价格促销价格感知价格折扣表述 Consumer Behavior Retail Pricing Strategy Promotion Price Perception Discount Presentation

分类号 F274 [经济管理—企业管理] F224 [经济管理—国民经济]

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参考文献26

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二级参考文献35

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