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滞留成本、竞争性定价歧视和定价机制选择 总被引:1,自引:0,他引:1
在很多市场环境下,消费者重复消费同一种商品会产生效用折扣或者消费者喜欢尝试不同的商品特性,因此消费者追求消费多样化,重复消费同一种商品会产生滞留成本。文章采用两期动态博弈框架,研究滞留成本的存在对于企业竞争性歧视定价行为和市场绩效的影响,此后又进一步研究了企业的定价机制选择问题。文章的研究结果表明:(1)在歧视定价机制下,企业会奖励忠诚的消费者,即企业会对重复购买自己产品的消费者(忠诚消费者)给予价格优惠,而对新顾客索取高价;(2)与统一定价相比,歧视性定价降低了企业利润和社会福利,增加了消费者剩余;(3)当企业可以在歧视定价和统一定价两种机制之间进行选择时,每个企业选择歧视性定价机制是均衡结果。 相似文献
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Understanding motivations of multichannel shoppers is critical for retailers, especially in terms of how retailers can best attract shoppers to and orient shoppers across different channel options. Our study thus seeks to understand multichannel shopping through nontraditional retail formats by studying the effects of shoppers' hedonic and utilitarian motives. We used the theory of variety-seeking behavior for conceptualization, and analyzed data from a large-scale U.S. consumer survey. Our findings suggest that both hedonic and utilitarian factors are important predictors of multichannel shopping. Hedonic motivations have more explanatory power for high-level multichannel shopping than for moderate-level multichannel shopping, as compared to non-multichannel shopping. 相似文献
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Athena H. N. Mak Margaret Lumbers Anita Eves Richard C. Y. Chang 《Asia Pacific Journal of Tourism Research》2017,22(1):1-20
This study explores the motivational dimensions underlying food consumption in tourism, and to examine the effects of two food-related personality traits, namely food neophobia and variety-seeking, on these motivational dimensions. A tourist food consumption motivational scale was developed and seven motivational dimensions were identified: novelty and variety, authentic experience and prestige, interpersonal and culture, price/value and assurance, health concern, familiarity and eating habit, and sensory and contextual pleasure. Both food neophobia and variety-seeking were found to have significant effects on various motivational dimensions. The implications of the findings for practice and future research are discussed. 相似文献
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Variety-Seeking and Time of Day: Why Leader Brands Hope Young Adults Shop in the Afternoon,but Follower Brands Hope for Morning 总被引:1,自引:0,他引:1
The relationship between variety-seeking behaviors and the time of day at which choices are made is investigated. It is proposed that more variety-seeking will typically occur during times of day when people are experiencing arousal lows rather than arousal peaks. Two studies support this view. Moreover, it is also shown that the incidence of choice is greater for follower brands during day periods when variety-seeking is heightened, whereas leader brands fare better in periods when variety-seeking is relatively minimal.This revised version was published online in May 2005 with a corrected cover date. 相似文献
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