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时间距离对在线消费者价格感知的影响研究

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摘要 对于较高的价格水平,有些人认为商品售卖昂贵,有些人却认为较高的价格表明商品质量较好。本文通过模拟网络购物环境及网络问卷调查,研究不同的时间距离对消费者价格感知及消费决策的影响,并通过构建并行多重中介模型进一步研究了价格感知在不同时间距离情境下对消费决策的中介作用。研究结果表明,在时间距离远的情境下,消费者倾向于将价格的高低表征为商品质量的好坏;而在时间距离近的情境下,消费者倾向于将价格的高低表征为支付金钱的多少。这种心理表征方式的改变会对消费者的购买决策产生较大影响。因此,网络商家应当根据时间距离来相应调整商品的定价策略,最大程度地提高商品销量及网络市场占有率。
出处 《现代商业》 2016年第4期44-46,共3页 Modern Business
基金 国家自然科学基金项目"在线消费者心理距离及其对消费决策的影响研究" 编号:71271207
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