产品购后降价对消费者转换购买行为的影响——基于服装产品的实证研究

The Influence of Post Purchase Price on Consumer Switching Purchasing Behavior——An Empirical Study Based on Apparel Products

产品降价是企业常用的竞争手段,但降价对于已购产品的消费者可能会造成较大的影响。通过构建购后降价与消费者转换购买行为关系的概念模型,并利用调查问卷来获取相关数据,采用描述性统计和结构方程模型来分析数据,探讨了服装产品购后降价对消费者转换购买行为的影响,并在此基础上分析了后悔情绪和顾客不信任感的中介效应。研究发现,购后降价的幅度正向影响后悔情绪和顾客不信任感,且后悔情绪和顾客不信任感正向影响消费者转换购买行为;购后降价的时间间隔反向影响着消费者转换购买行为,而降价幅度正向影响着消费者转换购买行为,并据此为相关企业的管理者提供了营销建议。

Product price reduction is a common competitive tool in enterprises, but lower prices may have a greater impact on consumers who have purchased products. This paper constructs a conceptual model of the relationship between post purchase price and consumer switching buying behavior, and use the questionnaire to obtain relevant datas, then use descriptive statistics and structural equation model to analyze the datas. This paper discusses the influence of post purchase price on consumer switching buying behavior, and analyzes the mediating effect of regret and customer distrust on this basis. The study found that the post purchase price margin positively affected regret and customer distrust, and the regret and customer distrust positively affected consumer switching buying behavior. The time interval after the purchase price negatively affects consumer switching buying behavior, Moreover, the product price range has a positive impact on consumer switching buying behavior, Finally, the paper provides marketing suggestions for managers of related enterprises.