价格判断和感知质量对消费者购买意愿影响研究

A Study on the Effects of Price Judgement and Perceived Quality on Consumer Purchase Intention

以刺激-反应理论为基础,从价格促销出发,构建了价格判断、消费者感知质量以及购买意愿之间关系的概念模型。利用方差分析法和回归分析法处理实验获得的数据,研究了价格分布和折扣判断难度对消费者价格判断的影响以及价格判断对感知质量和购买意愿的影响。研究结果表明,影响价格判断的主要因素是折扣判断难度;价格判断正向影响感知质量,也通过感知质量正向影响消费者的购买意愿;折扣幅度和折扣频率对价格判断和感知质量都有影响,即折扣幅度过小或者折扣频率过低,消费者的价格判断偏高,而折扣频率过高会影响消费者的感知质量,产生低质的印象,从而进一步影响消费者的购买意愿。

Based on the stimulus-response theory,a conceptual model of price promotion’s impact on price judgment,perceived quality and purchase intention has been established. The variance analysis and regression analysis are used to analyze the data from the experiment in order to explore the impact of price distribution and discount judgment difficulty on the price judgment,and the influence of price judgment on perceived quality and consumer purchase intention. The results indicate that the difficulty of discount judgment is the key factor to affect price judgment. Also,price judgment has the positive effects on perceived quality,which also positively affects consumer purchase intention through perceived quality. Furthermore,the discount depth and discount frequency both have impacts on price judgment and perceived quality. For instance,if the discount depth is too small or the discount frequency is too low,the price judgment tends to be greater;if the discount frequency is too high,the perceived quality will also be affected,which will give consumers a low-quality impression,and thus affect consumer purchase intention.