中国消费者价格容忍度的特点  

Characteristics of Chinese Customers’ Price Tolerance

作　　者：王霞[1] 赵平[1] 王高[1] 刘佳[1] 

机构地区：[1]清华大学经济管理学院,北京100084

出　　处：《心理学报》2004年第5期593-600,共8页Acta Psychologica Sinica

摘　　要：运用多维线性模型 ,对我国消费者对不同产品价格涨落的容忍态度进行了研究。研究对象为 2 6 384名购买过各类产品的消费者。结果表明 :(1)消费者对不同产品的价格容忍度不同 ,对日用消费品的价格容忍度较高 ,对耐用消费品的价格容忍度相对较低 ;(2 )消费者的年龄和受教育程度对价格容忍度有负向的影响 ,消费者的年龄和受教育程度越高 ,对产品的价格容忍度越低 ;(3)男性消费者的价格容忍度高于女性消费者 ,女性消费者对价格较为敏感。Using hierarchical linear model, this paper investigates the characteristics of Chinese customer's price (tolerance). The subjects were 26384 customers who had bought and used the products in the particular time of periods. The results shows that there was significant variation of the customer's price tolerance on different products, and the effect of customer’s age and education level on price tolerance was negative, the price tolerance of male (customers) were much more than the female customers.

关 键 词：价格容忍度 人口统计变量 多维线性模型 

分 类 号：C939[经济管理—管理学] F27