在线交易中参考价格对整合价与分离价感知的影响

Perception Effects of Reference Price on Combined Pricing and Partitioned Pricing in Online Transaction

在线交易中广泛使用的定价模式为整合定价和分离定价。通过情景实验探讨在有无参考价格情形下,整合定价和分离定价对消费者网购感知价值和购买意愿的影响。结果表明:在有参考价格情况下,无论是高价还是低价产品,整合定价和分离定价对消费者价值的感知和购买意愿均不存在显著差异;而在无参考价格情况下,消费者处于低认知状态,当产品价格较低时,整合定价更受到消费者的偏爱;当产品价格较高时,框架效应被抵消。

Combined pricing and partitioned pricing are two widely used pricing strategies in online transaction.In the case of the presence of reference price,the effects of two different pricing frames —combined pricing and partitioned pricing on consumers＇ perceived value and buying intention are discussed through experiment. The results show that when reference price exists,there is no obvious differences between consumers＇ perceived value and buying intention on pricing frames whether it is high-priced or low-priced; when reference price doesn＇t exist,consumers are in low cognitive status,and consequently when product price is low,they prefer combined pricing,but the effect of pricing frames is not obvious for high price product. The results have reference for the online enterprises.