在线旅游捆绑销售的价格框架对旅游者购买意愿的影响研究——感知交易价值的中介作用与品牌认知的调节作用

A Study on the Impact of Bundled Packages Price Framework on Tourist’s Purchase Intention on the Online Travel Market : The Mediating Effect of Perceived Transaction Value and the Moderating Effect of Brand Knowledge

整合定价与分离定价是在线旅游市场捆绑销售普遍使用的定价策略。本研究以在线旅游市场的捆绑销售现象为切入点,以采取静态捆绑方式的在线旅游企业提供的机酒套餐为研究对象,以品牌认知为调节变量,以感知获得价值与感知交易价值为中介变量,探讨不同价格框架下旅游者购买意愿的差异。研究发现:价格框架对旅游者购买意愿以及感知交易价值具有显著影响,且分离情境下旅游者购买意愿与感知交易价值得分显著大于整合情境下的得分;价格框架对感知获得价值没有显著影响;感知交易价值在价格框架与旅游者购买意愿之间存在部分中介效应;品牌认知在价格框架与购买意愿之间的调节效应显著,若旅游者对企业的品牌认知度较低,不同价格框架下旅游者的购买意愿得分不存在显著差异,若旅游者对企业的品牌认知度较高,分离定价比整合定价能带来更高的购买意愿。

Consolidated and itemized pricing are two pricing strategies widely used on the online travel market.Based on the bundling phenomenon in online tourism market,and taking flight and hotel package provided by the online travel agency with the static bundling method as the research object,this paper investigates the effects of price framework on tourists’purchase intention by considering brand knowledge as moderator and taking perceived acquisition value and perceived transaction value as mediators.The results support the hypothesis that price framework has significant influence on tourists'purchase intention and perceived transaction value.In addition,bundles are evaluated more positively when presented with itemized price.There is no significant impact of price framework on perceived acquisition value,and the result shows that perceived transaction value exists the partial mediating effect.Regression analyses reveal that brand knowledge has a significant moderating effect.The findings suggest that there is no significant difference in purchase intention under different price frameworks if tourists’brand knowledge to OTA is low.On the contrary,if tourists’brand knowledge to OTA is high,tourists have higher purchase intention as price presentation is itemized price.