摘要
针对消费者在购买行为中对商品价格感知不同,从神经认知理论和神经心理学视角探究价格促销与商品类型对消费者购买意愿影响,有助于商家制定更加合理的销售策略。首先基于眼动实验分析消费者价格促销方式下的两种属性商品的购买意愿,然后得到不同价格促销方式下两种属性商品的眼动指标、热力图对于消费者购买意愿的影响关系,最后借助SPSS进行配对样本t检验和双因方差分析。结果表明不管是享乐型商品还是实用型商品,相较于无折扣,消费者对于有折扣商品的注视时间更久;对于实用型商品而言,比例折扣与金额折扣两种价格促销方式下,消费者的注视次数有显著差异;消费者对于享乐型商品的金额折扣有更强的购买意愿。因此,商家在进行价格促销时,要结合自己的商品属性进行有针对性的销售策略。
Aiming at the problem of consumers'different perceptions of commodity prices in purchasing behavior,the paper aims to study the influence of price promotion and commodity types on consumers'purchasing intention from the perspective of neurocognitive theory and neuropsychology.It is helpful for merchants to formulate more reasonable sales strategies.Firstly,based on the eye movement experiment,this paper analyzes the purchase intention of two kinds of attribute goods under the price promotion mode of consumers,then,the relationship between the eye movement index and heat map of two kinds of goods and consumers'purchase intention under different price promotion methods is obtained.Finally,it analyzes the eye movement data by paired sample T-test and two-way ANOVA with SPSS.The results show that whether it is hedonic products or utility products,consumers look at discounted goods for a longer time than those without discounts.For utility products,under the two prices promotion methods of proportional discount and cash discount,there is a significant difference in the number of consumers'attention;Consumers have stronger purchase intention for the cash discount of hedonic goods.Therefore,when conducting price promotion,merchants should combine their own commodity attributes to carry out targeted marketing strategies.
作者
郭冉
丁一
杨馨悦
魏翩
GUO Ran;DING Yi;YANG Xin-yue;WEI Pian(School of Economics and Management,Anhui Polytechnic Univesity,Wuhu Anhui 241000,China)
出处
《淮阴工学院学报》
CAS
2023年第1期82-90,共9页
Journal of Huaiyin Institute of Technology
基金
国家自然科学基金青年基金项目(71801002)
安徽自然科学研究面上项目(2208085MG183)。
关键词
价格促销
商品类型
消费者购买意愿
眼动实验
price promotion
commodity type
consumers'purchase intention
eye movement experiment
