摘要
预售模式一直是国内外学者研究的热点问题,也是电商平台持续关注的焦点话题。随着电子商务行业的高速发展,预售领域也迎来了新的热点问题。本文通过实证研究,分析了折扣定价下预售产品对消费者购买意愿的影响作用。研究结果表明,折扣定价预售能够提高顾客感知价值,从而激发消费者购买意愿。希望本研究结论对于商家通过预售模式赢得顾客青睐具有些许营销启示。
The pre-sale model has always been a hot issue studied by scholars at home and abroad,and it is also a focus topic that e-commerce platforms continue to pay attention to.With the rapid development of the e-commerce industry,the pre-sale field has also ushered in new hot issues.Through empirical research,this paper analyzes the effect of pre-sale products on consumers'purchase intention under discount pricing.The results of the research show that discount pricing pre-sales can increase customer perceived value,thereby inspiring consumers to buy.It is hoped that the conclusions of this research will have some marketing implications for merchants to win customers'favor through the pre-sale model.
作者
周静
ZHOU Jing(School of Business Administration,Anhui University of Finance&Economics,Bengbu 233030,China)
出处
《价值工程》
2021年第8期63-65,共3页
Value Engineering
关键词
折扣定价预售
顾客感知价值
购买意愿
discount pricing pre-sale
customer perceived value
purchase intention