期刊文献+

电商平台折扣定价预售对消费者购买意愿的影响研究--基于顾客感知价值视角

Research on the Impact of Discount Pricing and Pre-sale on E-commerce Platforms on Consumers'Purchase Intention:Based on Customer Perception Value Perspective
下载PDF
导出
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
  • 相关文献

参考文献3

二级参考文献73

  • 1ANGEHNE G C,MONIKA K K.2010.Beyond buying:Motivations behind consumers' online shopping cart use[J].Journal of Business Research,63(9-10):986-992.
  • 2CHRISTOPHER S,KUMAR R,ATDIN A,et al.2004.The benefits of advance booking discount programs:model and analysis[J].Management Science,50(4):465-478.
  • 3DODDS W B,MONROE K B,GREWAL D.1991.Effects of price,brand and store information on buyers' product evaluations[J].Journal of Marketing Research,28(8):307-319.
  • 4GEORGE J.A,NIKOLAOS G P.2010.Selling and sales management:An introduction to the special section and recommendations on advancing the sales research agenda[J].Industrial Marketing Management,39 (7):1045-1048.
  • 5JULIE B,MICHAELLE C.1996.The effects of the service environment on affect and consumer perception of waiting time:an integrative review and research propositions[J].Journal of the Academy of Marketing Science,24 (4):338-349.
  • 6LEE K S,IRENE C L.2001.Advanced sale of service capacities:a theoretical analysis of the impact of price sensitivity on pricing and capacity allocations[J].Journal of Business Research,54(12):219-235.
  • 7MENG H H,CHAO M C.2004.Internet self-efficacy and electronic service acceptance[J].Decision Support Systems,38 (3):369-391.
  • 8REIBSTEIN D J.2002.What attracts customers to online stores,and what keeps them coming back?[J].Journal of the Academy of Marketing Science,30(4):465-473.
  • 9SKALLERUD K,KORNELIUSSEN T,OLSEN O S.2009.An examination of consumers' cross-shopping behavior[J].Journal of Retailing and Consumer Services,16(3):181-189.
  • 10VOSS K E,SPANGENBERG E R,GROHMANN B.2003.Measuring the hedonic and utilitarian dimensions of consumer attitude[J].Journal of Marketing Research,40(3):310-320.

共引文献21

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部