基于因子分析的企业营销行为道德感知调查统计分析

从产品质量、产品价格、促销策略及其他四个层面对企业营销行为道德感知进行调查,采用因子分析的方法来探究消费者对企业营销中道德感知的影响因素。结果表明:产品信息可靠、产品价格公平公正、促销策略以及企业社会责任四个因素为企业营销行为道德感知的主成分。     

参考效应对价格感知影响的内隐机制

消费者在购买产品时,关于产品价格的评价越来越受心理方面因素的影响,挖掘这些心理影响因素已经成为学者们的重要研究课题。交易效用理论认为感知的交易价值即对某一交易的"损失"和"收益"评价直接影响人们的购买决策,而交易价值为支付价格与参考价之间的差额,因此参考价的确定成为价格感知的关键。     

错过价格促销对消费者的影响

价格促销给企业带来短期销售的增长,被市场营销人员看作最有效的营销手段,因此,各企业的促销费用保持快速的增长并已成为各企业营销推广中开支最大的一项。然而,各企业一味地关注短期价格促销所带来的销售量的上涨,却忽略价格促销过后消费者面对恢复原价的产品、不再提高额外赠品或返券而产生的感知促销利益损失、负面情绪和感知公平的影响。本文分析错过价格促销对消费者感知的影响,进一步了解了企业价格促销对消费者的影响,同时为企业在价格促销之后如何安抚消费者提出了有效的管理方法,以期为企业更好地制定价格促销活动提供建议。     

在线交易中价格框架对消费者感知价值影响的实证研究

在线交易在当今人们的生活消费中占有越来越大的比重,而价格作为企业营销策略中的重要组成部分,对消费者购买意愿的影响日益增加。本文通过情景实验法研究了在线交易中不同的价格呈现方式,对消费者感知价值与购买意愿的影响及其内在作用机制,结果发现,产品价格的高低和定价方式影响价格框架效应的实现,且价格框架通过感知价值间接影响消费者购买意愿。针对以上结论对电商企业营销实践提出建议。     

消费者价格敏感度影响因素分析

价格是商品价值的货币表现,了解消费者对价格的感知,有利于提高企业的竞争能力,本文从产品、公司营销策略和消费者个人三个角度分析了影响消费者价格敏感度的各种因素,这些因素综合影响消费者的价格感知心理。     

感知价值对零售渠道消费者留存的影响分析

感知价值对消费者的购买意愿会产生重大影响,特别是在零售渠道中,企业在销售产品时要考虑消费者本人对产品的感知价值,关注影响消费群体留存的内部和外部因素。我国经济已经进入新的发展时期,新零售模式的发展对零售商的渠道建设提出了新的要求,消费者留存与消费者的购买意愿、购买习惯和生活方式等有着必然的联系,探究感知价值对消费者留存的影响,实际上就是根据消费者的经济收入、产品价格、参照群体、社会经济等分析影响消费者留存的原因。消费者的感知价值决定了消费者是否能够购买此产品,对零售渠道而言,无论是外部影响还是内部设计,都要考虑能否影响消费者的购买意愿并最终达成交易。     

足销口号和顾客感知与购买意向关系探讨——基于产品类型的分析

“每天2．2元”的这种以日计的促销口号越来越流行,在汽车行业,在各家银行的支付页面,都屡见不鲜。国外将此种促销口号定义为“时间价格重构”,且已有研究表明,此种类型的促销口号对消费者的感知和购买意向均会产生正向或贞向的影响。本文在此研究的基础上,加入产品类型这一调节变量,以汽车促销口号为例,研究时间价格重构的促销口号对功能型产品、功能／享乐型产品、享乐型产品在消费者感知和购买意向的影响。研究表明,“日付”能提高消费者对功能型产品、功能／享乐型产品、享乐型产品的价格吸引力感知;“日付”能够降低消费者对于享乐型产品的被误导感知;“日付”能增加消费者对于功能型和享乐型产品的购买意向。     

消费者价格敏感影响因素的实证研究

价格敏感是衡量消费者对价格差异的感知程度和反应程度的变量。本文对消费者价格敏感的影响因素进行了实证研究。研究表明,消费者的价格敏感受多个因素的影响。其中,收入、渴望群体和产品差异与消费者价格敏感呈负相关,产品涉入度与消费者价格敏感呈正相关。基于研究结论,本文对企业利用消费者价格敏感度,采取相应营销决策提出了具体对策建议。     

消费者感知价值对服务消费复购意向影响的研究——基于信任要素嵌入快递服务消费领域的分析

服务消费是经济发展的重要驱动力,可提升服务消费体量和质量。本文基于信任要素嵌入快递服务消费细分领域,对影响消费者服务消费复购意向的因素进行分析,具体包括差异性感知、质量性感知、价格性感知三类要素,并构建消费者感知价值对于服务消费复购意向的影响研究模型。研究发现：（1）感知价值及其三类感知要素对消费者服务消费复购意向存在正向影响,影响程度大小依次为差异性感知、质量性感知、价格性感知;（2）通过引入信任要素进行机制分析发现：消费者感知价值通过信任要素影响消费者复购意向;（3）信任本身对消费者服务消费复购行为存在积极影响。鉴于此,服务消费型企业应注重产品定价可信度,提高服务质量和差异化水平,构建信任培养的体系化路径,进而更好地触发消费者服务消费复购行为。     

产品因素对网络消费者感知风险的影响研究——以网络家电市场为例

目前有关产品因素对消费者感知风险的影响研究,多基于传统购物环境,并大多探讨产品的类别因素对消费者感知风险影响,而针对于网络环境下的具体产品,研究产品的特性因素对感知风险的影响较少。文章基于以上研究中的不足,以网络家电市场为研究对象,探讨家电产品的产品因素（类别、价格、功能、售后服务要求以及品牌知名度）对消费者网络购买家电产品感知风险的影响。实证研究发现,家电产品的售后服务要求对消费者感知经济风险、产品风险及心理风险的影响最大,品牌知名度次之,产品的功能对其影响最小,提出了网络家电零售商可以联合家电生产企业,做好相关产品的售后服务工作的观点。     

Retailers' control of reference price given product category and level of competition

This paper examines the conditions that make reference price manipulation beneficial to retailers. The paper offers a modelling approach that is based on two distinct dimensions: product category, and degree of market competition. The model shows that reference price manipulation in a competitive market is less beneficial to retailers than it is in a monopolistic market. Reference price manipulation of a specific product is most advantageous to retailers when it is a frequently purchased, low-priced product in a monopolistic market. For an infrequently purchased, high-priced product in a competitive market, reference price manipulation is less beneficial. The analysis gives rise to policy implications that could potentially improve consumer welfare.     

Online shoppers' response to price comparison sites

Customers' perceptions of price differ in the online environment due to the presence of price comparison sites. The purpose of this study is to examine how price comparison sites affect price and value perceptions of online shoppers across different product types and price consciousness levels of online shoppers. The results of the study indicate that the price information provided by an online price comparison site influences online shoppers' perceptions of internal reference prices. However, the influence of a price comparison site on value perception differs according to product type. As evidenced by the significant interaction effect between product type and price comparison site information, the presence of price comparison sites increases both transaction and acquisition value perceptions for the non-look-and-feel product category (e.g., notebook computers), but not for the look-and-feel product category (e.g., jeans). Contrary to the expectation, online shoppers' price consciousness influences their price and value perceptions independently of price comparison site information.     

Retail price discount depth and perceived quality uncertainty

This study analyzes the impact of retail price discount depth on consumer perception of quality uncertainty and its implications. While the extant research finds a negative relationship between perceived mean quality (indicated by the mean of quality perception) and price discount, we suggest an inverted-U-shaped relationship between perceived quality uncertainty (indicated by the variance of quality perception) and price discount. The underlying mechanism for this phenomenon is that consumer attribution of price promotion varies by discount depth. Specifically, when provided with a moderate discount (compared with a low or high discount), consumers cannot ascertain whether the discount is related to product quality; thus, they perceive a higher level of quality uncertainty and correspondingly rely more on other cues, such as country of origin and product popularity information, to make inferences about quality. Those findings have implications for setting the depth of retail price discounts and providing product quality-related information in the context of price promotion.     

The effects of informative and non‐informative price patterns on consumer price judgments

Converging evidence from laboratory experiments and empirical models of scanner data suggests that product price evaluations are often based on a comparison to an internal reference price. Research indicates that the reference price may reflect various characteristics of previously encountered prices including the mean, the range, and the last price encountered. In this research, the authors test whether, for prices purportedly sampled over time, the reference price reflects temporal patterns of the price sequence (ascending and descending prices). In four studies, participants viewed prices purportedly sampled at one time point or at multiple time points and then evaluated a target price. Price distributions differed only in their temporal pattern, whereas the mean, the range, and in some conditions, the last price, were held constant. The results reveal that the price pattern does not affect price judgments when prices are purportedly sampled at one time point. However, for ascending and descending price sequences purportedly sampled over time, the price pattern affects price judgments. Based on these findings the authors propose that consumers flexibly select the internal reference price used for price evaluations. © 2006 Wiley Periodicals, Inc.     

Impacts of product type and representation type on the perception of justice and price fairness

Consumers make purchasing decisions every day. This paper investigates perceptions of justice and price unfairness, where the product (hedonic vs. utilitarian) is presented either in a more abstract (verbal) or a more concrete (photo) way in a context of discriminatory pricing—a widely-employed marketing practice. Two experimental studies were completed. Results show an interaction between product and representation types. When consumers pay more than others to purchase utilitarian products that are concretely represented, participants perceive more unfairness when compared to hedonic products. However, when consumers pay more than others to purchase utilitarian products abstractly represented, the perception of unfairness decreased compared to hedonic products. For consumers and practitioners, this study offers important contributions—it presents situations in which a discriminatory price can result in a different perception of injustice or price unfairness to informed consumers. Accordingly, implications of these findings for the literature, consumers, and managers are discussed.     

中国零售环境下参考价格影响因素的初步研究——以家用电器产品为例

文章以参考价格的研究文献为理论基础,在中国零售环境下针对家电产品研究了影响消费者参考价格形成的一些因素.研究结果显示:在中国零售环境下针对家电产品,消费者的参考价格指数:与产品或品牌的售价正相关;与现场其他产品或品牌的相对价格负相关;在消费者购买高价产品时,与消费者对品牌的喜好正相关;在消费者购买低价产品时,与消费者的价格搜寻活动正相关;与需求紧迫性无显著相关关系.此外,年龄、学历和月收入都对消费者的参考价格指数有影响.最后对研究结果进行了讨论.     

A dynamic model of reference price and expected quality

A number of recent papers have developed normative implications of the concept of reference price. In this paper, we extend that literature to incorporate the relationship between expected quality and reference price. We consider the case of a monopolist who makes time-varying decisions regarding price and product quality. Our results suggest that when the effect of a loss (price greater than reference price and product quality less than expected quality) on demand is greater than or equal to that of a corresponding gain, it is optimal for a monopolist to have constant price and product quality levels. When the effect of a gain on demand is greater than that of a corresponding loss, however, we find that it is optimal to maintain cyclical pricing and product quality policies.     

The influence of product knowledge and brand name on internal price standards and confidence

This study examines the influence of product knowledge (after adjusting for subjects' brand-specific price knowledge) and brand image (via the brand name) on estimates of internal price standards (i.e., lowest, average, and highest price estimates) for two categories of electronic products. The impact of differing levels of product knowledge on consumers' confidence in their internal price estimates is also studied. The hypothesized effect of brand image on price estimates was greater for novice consumers than for experts for one of the two product categories. In addition, confidence in price estimates was found to be higher for experts than for novices for both product categories. These findings suggest that the relationship between product knowledge and brand image should be considered when studying the impact of external reference price on internal price standards. © 1993 John Wiley & Sons, Inc.     

Price assessments by consumers: influence of purchase context and price structure

Among the numerous factors that influence decisions on prices, consumer behaviour has special significance. This paper reviews and analyses relevant studies conducted during the last few decades. On the basis of our analysis, four categories of factors that determine consumer behaviour have been identified. Additionally, we have developed an experimental research design to analyse the influence that the following factors have on price perception: price structure (i.e. price level, order of presentation and price differences), purchase context (i.e. reason for purchase or product use) and demographic characteristics (i.e. gender). Results reveal a significant influence of these variables on consumer behaviour.