基于多项Logit选择模型的在线渠道价格促销效应实证研究

在线渠道下,不同品牌的价格折扣促销的差异性会引起在线消费者品牌选择行为变化。同时,在线的价格比较机制也增加了消费者价格敏感度,如果不分离出这一重要的促销效应,那么会产生估计偏差,影响模型的预测能力。本文首先回顾品牌选择的离散模型中价格促销的研究脉络;然后构建在线渠道消费者品牌选择离散Logit模型;接着在对中国某电子商务公司的消费者实际购买可乐的面板数据分析的基础上,研究价格折扣对于该公司消费者品牌选择行为的影响效应,研究发现：（1）如果不引入价格折扣促销因素,将会过高估计价格的影响;（2）价格折扣促销对于消费者网上品牌选择有显著的影响,且影响为正效应。文章最后剖析价格折扣对在线渠道的消费者品牌选择的行为影响机理,并提出未来的研究方向。     

浅谈消费者对促销活动的反应行为

不同类型的促销工具在导致消费者产生特定反应行为方面具有差异性。针对消费者品牌转换行为最有效的促销工具是价格折扣和样品赠送;针对消费者购买加速行为最有效的促销工具是价格折扣与购物赠礼;针对消费者增加购买量最有效的促销工具是价格折扣;针对消费者产品试用行为最有效的促销工具是价格折扣、样品赠送、购物赠礼;购物抽奖相对来说促销效果最差。营销者应根据企业目标针对性地选择最合适的促销工具。     

促销预期对消费者延迟购买的影响研究——以感知交易价值损失为中介

鉴于促销活动的泛滥,消费者促销预期心理导致其购买意愿及品牌态度的变化这一促销遇冷现象于企业犹为困惑.本文基于"向后看"的视角,针对促销预期对消费者延迟购买这一具体现象展开研究,探究了消费者延迟购买行为的心理机制,从感知交易价值损失的角度揭示消费者延迟购买的本质,建立了相应的理论模型,并基于此模型为企业提出相关的营销策略.     

促销对消费者购买休闲食品的影响

从实地调研出发,分析广告代言人促销、降价促销、现场免费品尝以及赠品促销四种促销方式对消费者购买休闲食品行为的影响.通过研究发现,广告代言人促销和降价促销对消费者购买休闲食品的影响最大,不同收入和年龄的消费者对休闲食品的促销偏好不同.休闲食品生产企业应慎用降价促销方式,要根据不同品牌并针对不同年龄的消费群体采用不同的促销方式.     

价格判断和感知质量对消费者购买意愿影响研究

以刺激-反应理论为基础,从价格促销出发,构建了价格判断、消费者感知质量以及购买意愿之间关系的概念模型。利用方差分析法和回归分析法处理实验获得的数据,研究了价格分布和折扣判断难度对消费者价格判断的影响以及价格判断对感知质量和购买意愿的影响。研究结果表明,影响价格判断的主要因素是折扣判断难度;价格判断正向影响感知质量,也通过感知质量正向影响消费者的购买意愿;折扣幅度和折扣频率对价格判断和感知质量都有影响,即折扣幅度过小或者折扣频率过低,消费者的价格判断偏高,而折扣频率过高会影响消费者的感知质量,产生低质的印象,从而进一步影响消费者的购买意愿。     

零售商自有品牌购买意愿影响因素研究

近年来,全球零售商均大力发展自有品牌。然而,我国的自有品牌尚处在发展培育阶段,市场占有率仍然偏低。据此,本文从消费者的角度来探讨价格意识、品牌熟悉度、感知风险以及感知质量是否会对购买意愿产生影响。实证结果表明:价格意识、熟悉度、感知风险和感知质量都对购买意愿具有显著影响。本文也验证了感知质量的中介作用,其中感知质量部分中介熟悉度、感知风险与购买意愿的关系,完全中介价格意识与购买意愿的关系。本文还提出,自有品牌要加強与消费者的沟通来改变消费者对自有品牌的质量以及形象认知,同时增强品牌熟悉度。     

大型超市自有品牌购买意向影响因素研究

随着零售业竞争不断加剧,自有品牌战略成为零售业一个新的利润源泉。但实践显示,大型超市在不断推出自有品牌商品后,并没有带来意料之中的利润增长,消费者对自有品牌商品的认可度较低、满意度不高、购买意愿不强。由此,对影响自有品牌购买意向关键因素的识别显得十分重要。本文在已有研究成果基础上,围绕六个方面提出了研究假设,利用调查数据,运用SPSS统计分析软件进行了验证。研究结果表明,自有品牌的感知质量、感知风险、销售价格、促销力度、超市自身形象、消费者品牌偏好等因素与大型超市自有品牌购买意向呈正相关。     

浅谈老年人消费心理与行为的变化

随着社会的不断进步,老年人的消费心理与行为呈现出怎样的新特征?笔者从消费者需求、消费者动机、消费者的决策过程等角度分析了老年消费者的心理特征,从老年人购买商品的类别、购买地点的选择、购物方式的选择、购物的陪伴方式、心理需求、购买角色及广告对老年人的行为影响等方面分析了老年消费者的行为特征,并从市场细分、产品策略、价格策略、渠道策略、促销策略等提出了针对老年消费市场的营销策略,这对于促进老年消费市场的持续健康发展,具有理论和现实意义.     

消费者品牌偏好研究

一、消费者品牌偏好的影响因素 消费者往往在购买商品时都会评价产品的价值结构,根据其自身认为重要的价值因素如产品的质量、价格、服务、品牌形象等因素进行评估,然后选择较高价值的产品,经过重复购买和评估后,当消费者发现某一品牌在总体价值上优于其他品牌时,消费者就会对该品牌产生的偏好.     

中国文化与品牌命名

产品品牌不仅是一个名称、符号、象征和设计,更是产品的无形资产。它有自己特别的含义,具有描述产品的优势,而且能用于使消费者识别区分某种特定产品与其同类竞争产品。因此它的价值不可估量。品牌的名称是消费者建立品牌认知的基础。消费者首先是因品牌名称所提供的信息提示进行联想;接着通过营销者的宣传、推广及促销等活动形成品牌概念;经过购买和使用经验后,建立品牌形象;最后由于营销者不断地通过各种宣传促销方式唤起消费者对该品牌的重复记忆而建立品牌忠诚;从而给该产品带来不可估量的品牌资产。所谓“好的开头是成功的一半”,品牌的重要性可见一斑。     

Price promotions as a threat to brands

Manufacturers frequently resist heavy discounting of their products by retailers. Since low prices should increase demand and manufacturers could simply refuse to fund deep price promotions, such resistance is puzzling at first sight. We develop a model in which price promotions cause shoppers to evaluate the relative importance of quality and price against a market-wide reference point. With deep discounting, consumers perceive quality differences as less pronounced, eroding brand value and the bargaining position of brand manufacturers. This reduces their profits and may even lead to a delisting of their products. By linking price promotions to increased one-stop shopping and more intense retail competition, our theory also offers an explanation for the rise of store brands.     

品牌个性吸引力研究

大量文献研究表明,产品具有良好的品牌个性大有裨益,比如能强化消费者的品牌态度和购买意向,促成更高水平的消费者信任和忠诚。然而现有的研究尚未充分评估品牌个性对消费者产生的吸引力。而正是这种吸引力能够影响目标消费者的购买决策。本文为评估消费者对品牌个性吸引力感知进行了概念化,提出了品牌个性吸引力的三个维度。     

考虑健忘顾客行为的B2C无理由退货策略研究

通过分析顾客的购买决策及制造商的运营决策，研究考虑健忘顾客行为的电子商务环境下的无理由退货策略模型，并与只考虑策略顾客的无理由退货模型相比较，发现当市场中存在健忘顾客时，制造商的最优销售价格和最优生产量都有所改变，但最优退货价格保持不变。相比较而言，考虑健忘顾客的无理由退货策略模型更贴合实际，制造商在销售期初应该就市场上存在的健忘顾客适当调整其运营决策。     

Research continuum on consumer education and brand knowledge: A critical analysis

Consumer education and brand knowledge have emerged as the dynamic tool in the complex marketplace today that actively stimulate the cognitive behavior of consumers toward developing purchase intentions and buying decisions. The general objective of this study is to critically review the previous studies on the role of brand literacy, transfer and perceptions of knowledge, purchase intention, shopping ambiance and customer satisfaction, and illustrate the consumer decision making process induced by the above factors. The literature review reveals that brand education plays significant role as a driver of decision making among consumers, which not only empowers consumers in developing perceptions on the brand but also helps the companies on brand co-designing and knowledge dissemination process. Consumer literacy and brand knowledge helps the consumers in assessing the brand value, competitive advantage, and operational efficiency of the brand toward building purchase intentions. The effects of the increasing levels of customer expertise in the marketplace today is seen as the outcome of consumer education and perceived brand knowledge.     

时间和价格影响需求的变质物品促销研究

质物品的销售策略是商家制定销售计划的重点。价格折扣是目前商家最为常用的策略。但大都是供应商面对零售商的价格折扣。文章结合实际情况,研究了在需求和价格随时间同时变化条件下,零售商面对顾客时如何制定变质物品的临时价格折扣策略．并发现临时价格折扣会影响物品的销售速度。通过建立模型及对模型求解。得出使零售商利润最大时的最优折扣价格和实施临时价格折扣的最佳时刻,实例分析表明零售商采用最优的临时价格折扣策略后利润会有明显的增大。     

广告信息对仿冒奢侈品购买意愿的影响研究

本研究采用实验的方法挖掘广告调节聚焦信息对消费者非欺诈性仿冒奢侈品购买意愿的影响机理。研究结果表明，奢侈品广告信息对消费者仿冒奢侈品购买意愿的影响受消费者自尊水平的调节：对于高自尊的消费者，当广告信息为预防聚焦时，其仿冒奢侈品的购买意愿更低；对于低自尊的消费者，广告调节聚焦信息对其仿冒奢侈品购买意愿的影响不显著。广告信息对消费者仿冒奢侈品购买意愿的影响还受消费者从众倾向的调节：对于低从众倾向的消费者，当广告信息为预防聚焦时，其仿冒奢侈品的购买意愿更低；对于高从众倾向的消费者，广告调节聚焦信息对其仿冒奢侈品购买意愿的影响不显著。     

Models of Competitive Price Promotions: Some Empirical Evidence from the Coffee and Saltine Crackers Markets

I present tests of a competitive rationale for price promotions. In a model with a population of informed and uninformed customers, price competition yields a static equilibrium in which each seller draws a price from a specified density function. Price data on coffee and saltine crackers products are used to test whether the sample of prices on each product could have possibly come from the theoretically specified density function. The results suggest that some markets are indeed consistent with the marginal distributions of prices predicted by the model. Furthermore, in the process of testing this rationale for price promotions, estimates are obtained for the marginal cost of each product, the number of competing goods, and the percentage of informed consumers. The resulting excess variability of these estimates across competing brands can also raise questions with respect to the empirical validity of the model.     

Factors affecting high-involvement product purchasing behavior

This study integrates the theory of planned behavior and theory of perceived value to discuss the effects of brand valuation, subjective norm, and promotion on perceived value. It also employs linear multivariate analysis integrated with fuzzy neural network techniques to validate the hypotheses. The population of this study is the consumers who have purchased luxury goods in three major metropolitan areas in Taiwan (Taipei, Taichung and Kaohsiung). Questionnaires are distributed in department stores and boutique stores in those metropolitan areas by convenience sampling. This study also explores the purchase of high-involvement products, including the luxury goods. The empirical results are as follows: brand valuation has a significant positive effect on perceived value; promotional method has a significant positive effect on purchasing behavior; high price promotion causes brand valuation to have negative effects on perceived value; the brand valuation and perceived value relationship is affected by non-price promotion; perceived value has a significant positive effect on purchasing behavior. Management implications and suggestions for the future study are also proposed.