基于心理价格阈限的轻型商用货车需求价格弹性研究

The Study of Light Commercial Truck's Price Elasticity of Demand based on Psychological Price Threshold

心理价格是影响商品购买的重要因素,因此心理价格随商品价格变化的规律值得探讨。本文以220名轻型商用货车业务员为被试,通过问卷调查的方式,考察了在轻型商用货车价格上涨和下降过程中,被试的心理价格阈限和需求价格弹性的变化。结果发现,目标商品价格上涨条件下价格阈限韦伯分数均值达到10.75%时,或替代产品价格下降条件下价格阈限韦伯分数均值达到15.98%时,偏好发生逆转;价格变化量达到最小差别阈限的平均值时,需求对价格的反应最强烈;价格上涨与下降的需求价格弹性值具有明显不对称性。研究表明,汽车企业在新产品定价时,应以心理价格阈限和需求价格弹性为主要依据。

The regular pattern of change of psychological price along with commodity price should be investigated,as psychological price is an important factor to influence the purchase decision. Two hundred and twenty light commercial truck salesmen were recruited to fulfill questionnaires in this study,aiming to detect the psychological price threshold and the change of price elasticity of demand with the increase and decrease of the price of truck. The findings showed that the preference was reversed when the average Webster price reached 10. 75% under the increase of price or 15. 98% under the decrease of substitute product price,the reaction of demand to the price is the strongest when the value of price change reached the average of minimum difference threshold,the price elasticity of demand was asymmetric when the price increased and decreased. Study suggested that psychological price threshold and price elasticity of demand should be regarded as main basis in the automobile enterprise's new product pricing.