企业价格战对顾客交易价值的影响

Effect of Firm′s Price-war on Customer′s Transaction value

通过情景模拟实验讨论了降价因素对于己购买产品的顾客在交易价值感知上带来的影响,研究的主要发现有:顾客购后仍然会进行交易价值判断,顾客的可接受降价幅度受到使用时间和心理折旧等因素的影响,在一定时间内,当市场实际降价幅度超过顾客的合理降价预期时,顾客的交易价值感受将受到负面影响。

By simulation scenario experimentation, this paper discusses effect of depreciation on customer＇s transaction value perception. The main results show that consumers may estimate their transaction value after purchase and the acceptable range of depreciation is influenced by time and mental depreciation. When depreciation exceeds buyer＇s expectation, the buyer＇s perception transaction value is negatively affected.