实用与享乐属性对捆绑销售价格框架的作用

The Effects of Utilitarian and Hedonic Attribute on Price Frame in Bundling

消费者对价格的感知会受到价格表述方式的影响,被称为价格框架效应。在控制价格折扣绝对水平的情况下,价格框架会影响捆绑产品促销的吸引力。在营销实践中,不相关的交叉捆绑销售越来越普遍,如何采用合适的价格表述形式提高消费者对产品的偏好,成为一个值得关注的问题。本文从价值和重要性相似的实用性产品和享乐性产品捆绑的情况入手,分析了捆绑销售中价格框架与消费者偏好之间的关系。研究表明:当一个享乐品和一个实用品捆绑销售时,价格折扣体现为享乐品上比实用品上的节省使消费者有更少的预期愧疚和更高的购买意向,预期愧疚在价格框架与消费者的购买意向之间起中介作用。

The consumer′s price perception is affected by the price format , which is called price frame effect .Price frame affects the bundles attraction under certain conditions when the discount level is controlled in the same level .In marketing practice , the cross-selling of bundles is becoming more and more popular .Therefore, it has become a notice-able problem to how to use the pricing format to improve the consumer′s preference to products .The paper chooses a bundle with a utilitarian and a hedonic product which has similar value and importance as the research perspective and analyzes the relationship between price frame and preference in bundling with experimental methods .This research finds when a hedonic product is sold bundled with a utilitarian one , framing a discount as savings on hedonic versus utilitarian items makes consumers have less expected guilt and higher buying intentions to the bundles , and expected guilt mediates price frame and consumer′s buying intention .